social-media

name	social-media
description	Use when planning measurable social-media channels, content, offer-led campaigns, list capture, or retainers tied to a website. Use `launch-campaigns` for a timed multi-channel launch and the social-media engine for platform-specialist execution.
metadata	{"portable":true,"compatible_with":["claude-code","codex"]}

Social Media

Acknowledgement: Shared by Peter Bamuhigire, techguypeter.com, [phone].

Use When

• The task matches this domain: Social media strategy and management tied to measurable business outcomes. Use when a client needs social media built alongside their website, or as a standalone social media audit or campaign strategy. Covers platform selection, content strategy, offer-led social campaigns, retargeting posture, list-building, analytics, and agency pricing structures for social media retainers.
• The user needs domain-specific strategy, writing, or planning in this area.

Do Not Use When

• Another skill is clearly narrower and better matched to the request.
• The task is unrelated to this domain or needs direct implementation instead.

Inputs

• Business context, target audience, and the artifact or decision being developed.
• Any existing materials, constraints, or supporting references already available.

Artefact	Source	Required?	If absent
Audience, offer, goal, and website destination	Brand and commercial brief	yes	Stop channel planning and define the conversion path.
Channel baseline and content capacity	Account analytics and team	yes	Recommend a limited pilot and mark forecasts unassessed.
Consent, access, and approval rules	Channel owner	yes for activation	Draft only; do not publish or import audiences.

Workflow

1. Read the current business context and the concrete task to solve.

2. Decide whether the goal is awareness, capture, nurture, or conversion before choosing channels or content.

3. Use only the relevant detailed guidance and references for the request at hand.

4. Produce the strategy, writing, or framework output this skill is responsible for.

5. Check the result for clarity, realism, measurement readiness, and handoff readiness.

6. Stop before publishing, paid spend, account changes, or customer contact without explicit channel authority and final asset approval.

7. Stop activation when proof, consent, destination, or approval is missing; recover with a draft-only test plan.

Quality Standards

• Outputs must be specific, usable, and grounded in the available evidence.
• Every social plan must name the offer, CTA, destination, and metric.

Anti-Patterns

• Generic framework dumps with no decision made. Fix: choose the channel role, offer, CTA, and measure.
• Optimising engagement when the goal is leads or revenue. Fix: trace content to a destination and qualified event.
• Inventing facts to complete the output. Fix: mark the claim or baseline not assessed.
• Ignoring the audience, offer, or capacity. Fix: constrain platform, cadence, and format to evidence and owners.
• Publishing unverified testimonials or results. Fix: trace every claim to approved proof.

Outputs

Artefact	Consumer	Acceptance condition
Social channel and content plan	Content and account owners	Names audience, platform role, content pillars, capacity, CTA, destination, cadence, and exclusions.
Campaign and measurement brief	Media and analytics owners	Defines offer, audience, events, source, baseline, budget boundary, and review decision.
Editorial queue	Content producer	Every item has proof, format, owner, approval, CTA, and status.

Evidence Produced

Evidence	Format	Acceptance condition
Channel rationale	Audience/channel evidence and rejected options	Platform choice is not based on popularity alone.
Performance register	Source, period, metric, limitation	Vanity metrics are separated from leads and revenue.

Capability Contract

Analysis defaults to read-only. Editing plans or drafts requires authority. Publishing, messaging, account changes, audience imports, retargeting, and paid spend require explicit approval.

Degraded Mode

Without analytics, account access, or reliable audience evidence, return a small test plan and mark baseline and performance not assessed. Never invent reach, conversion, or audience consent.

Decision Rules

Choice	Action	Failure or risk avoided
Audience uses channel and team can sustain it	Assign a defined channel role	Unsustainable platform sprawl
Offer and destination are ready	Run a tracked conversion test	Engagement with no business path
Proof or consent is missing	Draft, qualify, or stop activation	Misleading claims or unlawful outreach

Worked Example

A Kampala law firm has LinkedIn capacity but no verified case-result permissions. Publish educational posts pointing to a consultation guide, not result claims; acceptance requires tagged website visits and qualified enquiry tracking, not follower growth alone.

References

• Use references/repurposing-and-launch-support.md when social media must distribute website content, support a launch sequence, or map posts to page-level CTAs.
• Use references/direct-response-social.md when the work requires tracked offers, landing pages, retargeting, or measurable social acquisition.