social-content

name	social-content
description	Social content expertise — platform-specific constraints, 30-day content calendar, hook formulas, content pillar ratios for Twitter/X, LinkedIn, Instagram, TikTok/Reels adapted to brand voice
allowed-tools	Read

Social Content Skill

Expertise in building social content that grows audiences and converts them — not content that fills a calendar. The difference: every post has a job (educate, prove, humanize, convert). Content without a job is noise.

How to Use This Skill

1. Read platforms.yaml for character limits and posting constraints — hard limits
2. Pick content pillars from the ratio table to build a balanced 30-day calendar
3. Apply hook formulas from platforms.yaml to first line of every post
4. Adapt brand voice from .marketing/brand.md if available

Platform Selection by Audience

Not all platforms are worth the effort. From platforms.yaml:

• Twitter/X: founder voice, real-time commentary, B2B thought leadership. Threads > single tweets for reach. 1-2 hashtags max.
• LinkedIn: B2B sales, hiring, investor visibility. The algorithm rewards dwell time — posts that make people stop and read. 210 chars above fold before "see more" — that's your hook.
• Instagram: visual products, lifestyle brands, B2C. Reels > static for reach. Hook in 3 seconds.
• TikTok/Reels: educational entertainment. Hook in 3 seconds. 60 seconds ideal length. Authentic beats produced.

If the target audience is B2B: LinkedIn + Twitter/X. If B2C: Instagram + TikTok/Reels. Don't spread across all four without a full content team.

Content Pillar Ratios

From platforms.yaml content_pillars. The ratios prevent three failure modes:

• Over-promoting (audience disengages): keep promotion <= 10%
• Under-converting (lots of engagement, no revenue): ensure 10% direct promo exists
• Too polished (low algorithmic reach): culture content humanizes and boosts engagement

Build the 30-day calendar by slot: 12 education, 6 proof, 6 culture, 3 engagement, 3 promotion.

Hook Writing

Every post lives or dies on its first line. From hook_formulas in platforms.yaml:

• Curiosity: hides the answer just enough to force the click
• List: promises specific, scannable value
• Contrarian: pattern-interrupts the scroll — requires confidence to back up
• Story: "I [did thing]" — first-person narrative earns attention because brains are wired for story
• Question: only works if the reader has already asked themselves that question

Never start a post with "In today's post..." or "I wanted to share...". These are visibility death.

Brand Voice on Social

Social is where brand voice is most visible. From .marketing/brand.md tone axes:

• formal_casual >= 4: use contractions, short sentences, conversational asides
• conservative_bold >= 4: use the contrarian hook formula freely, take positions
• rational_emotional >= 4: lead with a story or person, not a stat

Output Format

Produces .marketing/social.md with:

• 30-day content calendar (date, platform, pillar, hook, post body, CTA if any)
• Platform-specific versions where format differs significantly
• Hashtag sets per platform

Common Rationalizations

Rationalization	Reality
"We post when we have something to say"	Algorithms reward consistency. Irregular posting gets deprioritized. A content calendar exists so you always have something to say.
"Our content gets engagement but no sales"	Engagement without conversion means missing the 10% promotion pillar. Add it.
"LinkedIn is too formal for our brand"	LinkedIn rewards authentic > formal. The most viral LinkedIn content reads like a personal story, not a press release.
"We need better design before we post"	Text posts on LinkedIn outperform graphics. Words > design on most platforms for B2B.