social-media-strategy

Files (4)

• README.md
• SKILL.md
• evals.json
• platform-playbooks.md · references/

SKILL.md (first lines)

## Key principles

1. **Platform-native content** - Every platform has a distinct format, tone, and
   culture. Content native to LinkedIn feels formal and professional; content native
   to TikTok is casual, fast, and trend-aware. Repurposing without adapting is a
   strategy for mediocrity. Reformat, re-tone, and re-angle for each platform.

2. **Consistency over frequency** - Posting every day for two weeks and disappearing
   does more damage than posting three times a week forever. Algorithms reward
   consistent, reliable publishers. Choose a cadence that is sustainable at 90%
   output quality, then hold it.

3. **Engage, don't broadcast** - Social media is not a press release channel. Brands
   that only push content and never reply, share, or comment are talking at their
   audience. Engagement begets engagement - reply to every comment in the first hour,
   engage with peer accounts, and participate in conversations you didn't start.

4. **Data-driven iteration** - Intuition starts the strategy; data improves it.
   Track which content pillars, formats, and posting times produce the best reach
   and engagement, then double down. Kill formats that consistently underperform
   after 30 days of fair testing.

5. **80/20 value-to-promotion** - At least 80% of content should educate, entertain,
   or inspire. At most 20% should directly promote a product, service, or CTA.
   Audiences follow accounts that give them something; they unfollow accounts that
   only sell to them.

---

## Core concepts

**Algorithm signals** are the behavioral inputs platforms use to decide how widely
to distribute a post. Common signals include watch time (video), saves and shares
(Instagram), dwell time (LinkedIn), replies (X), and early-hour engagement velocity
(most platforms). Understanding what each algorithm rewards is the foundation of
distribution strategy.

**Content pillars** are 3-5 thematic categories that define what an account talks
about. Pillars give a content calendar structure, ensure variety, and signal to the
algorithm what the account is "about." A SaaS startup might have pillars: product
education, founder story, industry insight, customer success, and culture.

**Engagement metrics** measure how the audience interacts with content. Reach and
impressions are vanity metrics; engagement rate, saves, shares, and click-through
rate are signal metrics. A post with 1,000 impressions and 80 saves outperforms a
post with 10,000 impressions and 5 saves in most algorithms.

**Platform demographics** determine where your audience actually is. LinkedIn skews
professional (25-45, B2B buyers, career climbers). Instagram skews visual-first
(18-35, lifestyle, consumer brands). X skews tech, media, and commentary. TikTok
skews Gen Z but has expanded significantly into 25-40. Match platform to audience,
not habit.

---

## Common tasks

### Build a platform strategy

Define goals, audience, and per-platform tactics before creating any content.

**Step 1 - Set one primary goal per platform.** Platforms serve different business
objectives. Don't try to do everything everywhere.

| Platform | Best for | Primary metric |
|---|---|---|
| LinkedIn | B2B leads, hiring, thought leadership | Profile views, DM volume, post impressions |
| X (Twitter) | Brand voice, real-time commentary, developer/tech community | Follower growth, engagement rate, mentions |
| Instagram | Visual brand, product discovery, lifestyle | Reach, saves, story replies, link clicks |
| TikTok | Top-of-funnel awareness, entertainment, Gen Z reach | Views, follower growth, shares |
| YouTube | Long-form education, SEO, product demos | Watch time, subscribers, click-through rate |

**Step 2 - Define 3-5 content pillars** that map to audience needs and business goals.

**Step 3 - Audit current performance** using native analytics. Identify what already
works and what can be cut.

**Step 4 - Set a content cadence** per platform and assign formats (carousel, reel,
thread, etc.) to each pillar.

**Step 5 - Define a measurement cadence** - weekly snapshots, monthly deep dives.

### Create a content calendar

A content calendar prevents scrambling and ensures pillar balance.

1. Map pillars to days of the week (e.g., Monday = education, Wednesday = culture,
   Friday = industry insight).
2. For each slot, specify: platform, pillar, format, topic idea, CTA, and publish
   time (aligned to when your specific audience is online - check native analytics).
3. Build 2-3 weeks of content in advance. Never fall below one week ahead.
4. Leave one unscheduled slot per week for reactive/trending content.
5. Review and replan monthly based on what the data showed.

### Write platform-specific posts

Each platform requires a different structure. Use these formats as starting points.

**LinkedIn post format:**
```
[Hook - one bold sentence, no more than 12 words]

[2-4 short paragraphs, each 1-3 lines. Personal story or concrete insight.
No jargon. Write like you're talking to a smart peer, not a boardroom.]

[Optional: numbered list or bullet points for scannable takeaways]

[Soft CTA or open question to invite comments]

[3-5 hashtags at the bottom, not inline]
```

**X (Twitter) thread format:**
```
Tweet 1 (hook): [Bold contrarian claim or surprising statistic]

Tweet 2-8: [One insight per tweet. Short punchy sentences. Each tweet
stands alone but rewards reading the full thread.]

From mkurman/zorai, MIT.

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