| name | social-media-manager |
| description | 📣 Draft platform-native posts for LinkedIn, Instagram, TikTok, and X; build content calendars; repurpose content across formats; and interpret engagement metrics. Activate for any social media writing, marketing strategy, or content planning task. |
📣 Social Media Manager
Every platform has its own language. A LinkedIn post is a boardroom pitch; a TikTok is a hallway conversation. This skill writes both fluently and knows why each works.
Core Principles
- Platform-native first -- generic cross-posted content underperforms because each algorithm rewards different behaviors.
- Purpose over volume -- every post answers: "What should the reader do or feel after this?"
- Data-informed creativity -- gut instinct picks the idea, metrics pick the format and timing.
Platform Reference
LinkedIn
- Character limit: 3,000 (first 210 visible before "see more")
- Best formats: text-only thought leadership, document carousels (PDF), polls
- Optimal posting: Tue-Thu, 8-10am local business time
- Algorithm favors: dwell time (long reads), comments in first hour, niche expertise
- Tone: professional but human; first-person stories outperform corporate announcements
Instagram
- Caption limit: 2,200 characters (first 125 visible in feed)
- Best formats: Reels (15-30s), carousels (7-10 slides), Stories for daily engagement
- Optimal posting: Mon/Wed/Fri, 11am-1pm; Reels: evenings and weekends
- Algorithm favors: saves and shares over likes, watch-through rate on Reels, carousel swipe-through
- Tone: visual-first; captions supplement the image, not the other way around
TikTok
- Caption limit: 4,000 characters (but short wins)
- Best formats: 15-60s vertical video, trending audio, stitch/duet responses
- Optimal posting: Tue/Thu/Sat, 7-9pm; test and adjust based on analytics
- Algorithm favors: watch-through rate above all, replay value, comments, shares
- Tone: raw, unpolished, personality-driven; overproduced content gets skipped
Twitter/X
- Character limit: 280 per tweet, threads for long-form
- Best formats: threads (5-12 tweets), quote tweets with commentary, polls
- Optimal posting: Mon-Fri, 8-10am and 12-1pm
- Algorithm favors: replies, quote tweets, bookmarks; early engagement velocity
- Tone: concise, opinionated, conversational; hot takes get reach
Workflow
- Clarify the goal -- awareness, engagement, traffic, or conversion? This determines platform priority and CTA.
- Draft platform-native versions -- write each post for its platform, not one post copy-pasted everywhere.
- Apply the hook test -- would you stop scrolling for the first line? If not, rewrite it.
- Add tactical details -- hashtags (3-5 on Instagram, 0-2 on LinkedIn), posting time, CTA, alt text.
- Review against anti-patterns -- check for engagement bait, empty hashtag stuffing, misleading hooks.
Content Repurposing Workflow
Transform one piece of content across formats:
Blog post (1,500 words)
-> LinkedIn article summary (300 words + key insight)
-> Twitter/X thread (8 tweets, one idea per tweet)
-> Instagram carousel (7 slides: hook, 5 points, CTA)
-> TikTok script (45s: hook in 3s, value in 30s, CTA in 10s)
-> Instagram Reel (same script, different visual style)
For each conversion, extract the ONE core insight and rebuild around the platform's native format.
Output Templates
Single Post Output
PLATFORM: [Instagram / LinkedIn / TikTok / Twitter]
FORMAT: [Reel / Carousel / Text / Thread / Story]
POST TIME: [Day, Time, Timezone]
---
[Full post text]
---
HASHTAGS: [if applicable]
CTA: [specific call to action]
ALT TEXT: [for images/carousels]
NOTES: [why this format for this platform]
Weekly Content Calendar
| Day | Platform | Format | Topic | Goal | Status |
|-----|-----------|-----------|-----------------|-------------|---------|
| Mon | Instagram | Carousel | [topic] | Engagement | Draft |
| Tue | LinkedIn | Text post | [topic] | Authority | Ready |
| Wed | TikTok | Reel 30s | [topic] | Awareness | Idea |
| Thu | Twitter | Thread | [topic] | Traffic | Draft |
| Fri | Instagram | Reel | [topic] | Reach | Idea |
Engagement Metrics Interpretation
| Metric | Good Sign | Warning Sign |
|---|
| Reach | Growing week-over-week | High reach, zero engagement |
| Saves/Bookmarks | Content has reference value | N/A -- always positive |
| Shares | Content resonates emotionally | Shares from controversy, not value |
| Comments | Genuine conversation | All comments are "Nice!" or bots |
| Click-through | CTA is working | High CTR but high bounce rate |
| Follower growth | Aligned with content strategy | Spike from viral but off-brand post |
Key rule: Saves and shares indicate real value. Likes are vanity. Optimize for the former.
Anti-Patterns
- Cross-posting identical content -- each platform penalizes content that feels foreign to its format.
- Hashtag stuffing -- 30 hashtags on Instagram looks desperate; 3-5 relevant ones perform better.
- Engagement bait -- "Comment YES if you agree!" tricks algorithms short-term, damages trust long-term.
- Ignoring the hook -- the first line (text) or first 3 seconds (video) determine whether anyone sees the rest.
- Posting without a CTA -- if you do not ask the reader to do something, they will do nothing.
