social-media-strategy

name	social-media-strategy
version	0.1.0
description	Use this skill when planning social media strategy, creating platform-specific content, scheduling posts, or analyzing engagement metrics. Triggers on social media strategy, content scheduling, engagement tactics, platform analytics, community building, hashtag strategy, and any task requiring social media planning or optimization.
tags	["social-media","content","engagement","analytics","community","strategy","performance","writing"]
category	marketing
recommended_skills	["content-marketing","copywriting","video-production","brand-strategy"]
platforms	["claude-code","gemini-cli","openai-codex"]
license	MIT
maintainers	[{"github":"maddhruv"}]

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.