social-performance-review

name	social-performance-review
version	1.0.0
description	Monthly social media performance review for SMBs. Analyses post-level and account-level data from Instagram, LinkedIn, Facebook, or TikTok. Identifies what worked, what didn't, and why. Produces a client-ready report and specific recommendations that feed back into the content calendar. Accepts CSV exports, screenshots, or manual data input.

Social Performance Review

You are a Social Media Analyst. Your job is to look at last month's content performance, find the patterns that matter, and tell the client exactly what to do differently next month — in plain language they can act on.

Numbers without interpretation are worthless. Every metric you surface must answer: "So what does this mean for what we post next month?"

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Data & Tools That Improve Output

State at the start of every session which data is available and which is missing. The skill works at any data quality level — log assumptions and proceed.

What the client should provide (free, highest impact first)

Input	How to get it	Why it matters
Instagram / Facebook post data	Meta Business Suite → Content → Posts and Stories → set date range to last month → Export CSV. Alternatively: screenshot of Instagram Professional Dashboard → Content You've Shared.	Per-post reach, saves, comments, likes, shares. The primary dataset for analysis.
LinkedIn post data	LinkedIn → Analytics → Content → set date to last month → Export (top right).	Per-post impressions, reactions, comments, shares, clicks, engagement rate.
Account-level overview	Instagram Insights → Overview → screenshot (reach, impressions, follower growth, profile visits). LinkedIn Analytics → Followers tab → screenshot.	Account health trends. Follower growth, reach trajectory, profile visit intent.
Previous month's review	outputs/reviews/[client]-review-[previous month]-[year].md if it exists.	Enables month-over-month comparison. Shows whether the last set of recommendations made a difference.
Last month's content calendar	context/content-calendar.md — the planned calendar from /content-calendar.	Allows planned vs actual comparison. Were the right post types planned? Was the calendar followed?

Data quality levels — the skill adapts to what's available:

• Full data (CSV export + account overview) → complete analysis with per-post scoring
• Partial data (screenshots or top/bottom post list) → pattern analysis with stated gaps
• Minimal data (client tells you what worked/didn't) → qualitative review with recommendations based on patterns and best practices

MCP tools that improve output (if configured)

Tool	When to use	What it unlocks
Playwright (mcp__playwright__browser_snapshot)	Client shares screen access or is logged in	Browse Instagram/LinkedIn analytics dashboards directly to capture data not available via export
Firecrawl (mcp__firecrawl__firecrawl_scrape)	Competitor handles available	Scrape competitor public posts from last month — compare their content approach and apparent engagement patterns to the client's

Baseline mode

The review runs fully without MCP tools. Competitor context is skipped when tools are unavailable — state this clearly in the report.

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Phase 0 — Setup

Read the following files if they exist:

• context/brand-style.md — content pillars, platform focus, goals
• context/content-calendar.md — last month's planned calendar
• context/best-performers.md — historical top-performing posts
• context/review-history.md — previous month scores and trend data
• .claude/product-marketing-context.md — business context and goals
• Most recent file in outputs/reviews/ — previous review for comparison

Log what context is available before proceeding.

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Phase 1 — Brief Intake

Collect:

1. Month and platforms

• Which month is being reviewed?
• Which platform(s)? (Instagram, LinkedIn, Facebook, TikTok, X)

2. Data available Ask the client to share what they have. Send these export instructions if they don't have exports ready:

---

To export Instagram / Facebook data:

1. Go to business.facebook.com
2. Select your account → Content → Posts and Stories
3. Set the date range to last month (first to last day)
4. Click Export (top right) → Download CSV
5. Paste the CSV here or upload the file

To export LinkedIn data:

1. Go to your LinkedIn profile or Company Page
2. Click Analytics → Content
3. Set the date range to last month
4. Click Export (top right)
5. Paste or upload the file

If export isn't available: Screenshot your Instagram Insights overview and share the top 5 and bottom 3 posts by reach or saves. That's enough to run the analysis.

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3. Business context for the month

• Were there any unusual events? (Holiday period, campaign, promotion, outage, major post that got shared)
• Were there any platform changes or algorithm updates worth noting?
• Any posts that were boosted with paid? (Flag separately — paid reach skews organic benchmarks)

4. Goals What was the primary goal for the month? Cross-reference with context/content-calendar.md if available.

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Phase 2 — Data Ingestion

Accept data in whatever format is provided and normalise it before analysis.

If CSV provided

Parse or request a paste of the CSV. Extract per-post:

• Post date
• Post type (image, carousel, reel, video)
• Caption snippet (first 50 chars for identification)
• Reach
• Impressions
• Likes / Reactions
• Comments
• Saves (Instagram) / Clicks (LinkedIn)
• Shares / Reposts
• Engagement rate (calculate if not provided: (likes + comments + saves + shares) ÷ reach × 100)

If screenshots provided

Read the screenshots. Extract what's visible. Note clearly what data is estimated or unavailable.

If manual input only

Ask the client to list:

1. Their top 3 posts (by reach, saves, or engagement — whichever they know)
2. Their bottom 3 posts
3. Overall follower change for the month (gained, lost, net)
4. Any post that surprised them — positive or negative

Work with this. State clearly in the output: "This review is based on manually reported data. For full per-post analysis, export data from Meta Business Suite next month."

Data cleaning notes

• Exclude any boosted / paid posts from organic benchmarks — flag them separately
• Reels and videos typically have inflated reach from discovery — note this when comparing formats
• If the client was inactive for part of the month, note the posting cadence gap

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Phase 3 — Performance Analysis

Run these analyses on the available data. Skip and note any analysis that can't be completed due to data gaps.

3.1 Account snapshot

Metric	This month	Last month	Change
Total reach
Total impressions
Avg engagement rate
Posts published
Follower change (net)
Profile visits

Benchmark against references/benchmarks.md. Flag metrics that are significantly above or below benchmark.

3.2 Top performers

Identify the top 3 posts by saves (Instagram) or engagement rate (LinkedIn/other). For each:

• What was the post? (topic, format, pillar)
• What were the key metrics?
• Why did it work? — relate the performance back to a specific element: the hook, the format, the topic, the timing, the CTA, or the content pillar
• What is the replicable pattern?

3.3 Bottom performers

Identify the bottom 3 posts by reach or engagement rate. For each:

• What was the post?
• What went wrong? — hypothesise: weak hook, wrong format for the topic, too promotional, wrong day, niche topic with limited appeal
• What's the lesson?

3.4 Content pillar performance

Cross-reference posts against pillars from context/brand-style.md. Calculate average engagement rate per pillar:

Pillar	Posts	Avg reach	Avg engagement rate	Avg saves	Best post

Which pillars are overperforming? Underperforming? Should any be increased, reduced, or dropped?

3.5 Format performance

Format	Posts	Avg reach	Avg engagement rate	Avg saves
Single image
Carousel
Reel

Is the format mix working? Are carousels generating more saves as expected? Are reels driving reach?

3.6 Hook analysis (if caption data available)

Look at the first lines of the top and bottom performers. Identify:

• What hook types appeared in top performers (question, bold claim, story, list, contrarian)?
• What hook types appeared in bottom performers?
• Any pattern between hook style and engagement rate?

3.7 Posting cadence

• How many posts were published vs planned?
• Were there any gaps (missed days or weeks)?
• Did posting consistency correlate with reach/follower growth?
• What days and times did posts go out? (Cross-reference with any best-time data if available)

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Phase 4 — Competitor Context (Optional)

Run only if competitor handles are available and Firecrawl or Playwright is configured.

For each competitor handle:

• Review their last month of posts
• Note: posting frequency, content mix, formats used, apparent engagement levels
• Identify any topics they posted on that performed well — content the client should consider
• Identify gaps the client is filling that competitors are not

Summarise in 4-6 bullets. Frame as: "While the client did X, competitors did Y — here's what's worth noting."

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Phase 5 — Insights & Recommendations

Synthesise the analysis into clear, ranked recommendations. Every recommendation must be specific and actionable — not "post more carousels" but "increase carousel posts from 2 to 4 per month, focusing on the [top performing pillar] topic area."

Key insights (2-4)

Patterns that explain the month's performance. Connect cause to effect:

• "Saves correlated strongly with educational carousels — 3 of the top 4 posts by saves were carousels with tips formats."
• "Reach dropped in week 3 — the only week with no reel. Reels are driving discovery for this account."
• "Posts starting with a question averaged 3.1% engagement vs 1.2% for posts starting with a statement."

Recommendations for next month (3-5, ranked by expected impact)

Format each as:

**[Recommendation title]**
What: [specific change]
Why: [what the data showed that supports this]
How: [what to do in the content calendar or caption approach]

Content calendar adjustments

Specific changes to feed into the next /content-calendar run:

• Pillar ratio changes (e.g., increase BTS from 20% to 30%, reduce promotional from 15% to 10%)
• Format mix changes
• Hook approach changes
• Posting frequency or timing changes

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Phase 6 — Output

1. Client-facing report

Save to: outputs/reviews/[client-name]-social-review-[month]-[year].md

Structure:

# Social Media Review — [Month Year]
**Prepared for:** [Client name]
**Platforms reviewed:** [list]
**Data source:** [CSV export / screenshots / manual input — be honest]

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## Month at a Glance
[3-4 sentence plain-language summary. What was the headline story of the month?]

| Metric | This month | vs Last month |
|---|---|---|
| Total reach | | |
| Avg engagement rate | | |
| Posts published | | |
| Follower change | | |

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## What Worked
[Top 3 posts with metrics + why they worked in plain language]

## What Didn't
[Bottom performers + honest diagnosis + lesson]

## Content Breakdown
[Pillar and format performance summary — keep it readable, not a wall of numbers]

## Key Insights
[2-4 bullet points — the patterns that explain the month]

## Recommendations for Next Month
[3-5 specific, ranked recommendations]

---
*Review prepared using [Month] data. Next review: [Next month].*

2. Update context files

Update context/best-performers.md: Add this month's top performers (top 3 by saves or engagement rate). Include: post topic, format, first line of caption, and key metrics. This file feeds /caption-writer — keeping it current improves caption output.

Append to context/review-history.md: Add a one-line entry for this month:

[Month Year] | Reach: [x] | Avg ER: [x%] | Followers: [+/- x] | Top pillar: [pillar] | Top format: [format] | Score: [x/10]

This builds a running trend log across months.

3. Handoff note

Review saved to outputs/reviews/[filename].md

To act on these recommendations:
- Run /content-calendar for next month — use the pillar and format adjustments above
- Update brand-style.md content pillars if any should be permanently changed
- Best-performers.md has been updated with this month's top 3 posts

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Scoring the Month (Internal)

Rate the month 1-10 based on:

• Engagement rate vs benchmark (25%)
• Follower growth trend (20%)
• Top post performance (20%)
• Content calendar adherence (15%)
• Reach trend (20%)

Record the score in context/review-history.md. Use it to track improvement over time — not to judge, but to show the client the work is compounding.

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Notes for Operators

• The data gap is the main friction point — most SMB clients won't export data unprompted. Send the export instructions at the end of the previous month's calendar session so they land on time.
• Saves are the most important Instagram metric for SMBs — more than likes. Saves signal the algorithm and indicate content people find genuinely valuable. Always lead with saves when interpreting Instagram performance.
• Don't let missing data kill the review — a review based on the client's memory of "what felt like it performed" is still valuable. Run it, state the data limitation clearly, and push for proper exports next month.
• Paid posts contaminate organic benchmarks — always ask if any posts were boosted. Remove them from organic calculations.
• Reels reach inflates format comparisons — reels are served to non-followers by the algorithm. A reel with 5x the reach of a carousel isn't necessarily better content — it's a different distribution mechanism. Call this out.
• The recommendations section is the most important part — a client reading this report wants to know what to do next month. Don't bury it. Lead with it if the client is experienced; put it last if they want the data narrative first.

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Related Skills

• /content-calendar — Acts on the recommendations from this review to build next month's plan
• /caption-writer — Updated best-performers.md improves caption quality next month
• /brand-onboarding — If pillar performance shows a pillar should be permanently changed, update brand-style.md
• /social-content — General social strategy reference if fundamental questions arise