| name | meta-social-marketing-mix-review |
| description | Applies the 7 Ps marketing mix framework (Dallas, 2022) as a structured diagnostic review of a client's social media strategy. Produces a scored one-page quarterly summary with red-flag indicators and prioritised recommended actions per P. Invoke at a quarterly review, when a client reports declining results without an obvious cause, when a new consultant takes over an account and needs a structured baseline assessment, or when a client asks "why isn't our social media working?"
|
Social Media Marketing Mix Review — 7 Ps Diagnostic
Use when
- Applies the 7 Ps marketing mix framework (Dallas, 2022) as a structured diagnostic review of a client's social media strategy. Produces a scored one-page quarterly summary with red-flag indicators and prioritised recommended actions per P. Invoke at a quarterly review, when a client reports declining results without an obvious cause, when a new consultant takes over an account and needs a structured baseline assessment, or when a client asks "why isn't our social media working?".
- Use this skill when it is the closest match to the requested deliverable or workflow.
Do not use when
- Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
- Do not use it when another skill in this repository is clearly more specific to the requested deliverable.
Workflow
- Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
- Follow the section order and decision rules in this
SKILL.md; do not skip mandatory steps or required fields.
- Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.
Anti-Patterns
- Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
- Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
- Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.
Outputs
- A structured audit, report, model, or analytical framework in markdown, with decisions and recommendations tied to evidence.
References
- Use the inline instructions in this skill now. If a
references/ directory is added later, treat its files as the deeper source material and keep this SKILL.md execution-focused.
Purpose
Use this skill to systematically diagnose the health of a client's social media strategy using the 7 Ps marketing mix framework, as applied to social media by Dallas (2022). The output is a scored one-page summary — suitable for a quarterly review meeting, a new account baseline, or a cause-of-decline investigation.
Related skills: 05-social-media-strategy, meta-reporting, deck-quarterly-review
Required Inputs
Before generating the review, ask for:
- Client business name — trading name as it appears on social media
- Industry — sector and sub-sector (e.g., hospitality — boutique hotel)
- Country / city — primary market (default: Uganda / East Africa)
- Review period — which quarter and year (e.g., Q1 2026: January–March)
- Access to analytics — confirm whether platform insights, reach, and engagement data are available
- Access to content archive — confirm whether recent posts (last 90 days) are available for review
- Primary business goal this quarter — e.g., grow followers, drive WhatsApp enquiries, increase walk-in footfall
- Known issues or client concerns — any specific complaints, observations, or hunches the client has already raised
Diagnostic Framework — The 7 Ps
Work through each P in sequence. For each P, apply the diagnostic questions, note any red flags, and select the most relevant recommended action(s).
1. Product
What the brand is selling via social media — and how clearly that is communicated.
Diagnostic questions:
- Is it immediately clear from the social media profile what this business sells?
- Does the content show the product or service in use, or does it only describe it?
- Does the content communicate the benefit to the customer, not just the features?
- Is the product well-suited to social media promotion — is it visual, demonstrable, or shareable?
Red flags:
- Profile bio does not state what the business does or who it serves
- All product content is "buy now" copy with no demonstration or benefit story
- The product is complex but no content explains it simply or shows it working
Recommended actions:
- Rewrite the profile bio using a WHO-WHAT-WHO-CTA structure (reference
playbook-profile-optimisation)
- Add "benefit-led" content — before/after, results, customer outcomes — to all promotional posts
- Create a simple explainer post or short-form video for complex or unfamiliar products
Score this P (1–5): ___
2. Price
How price is communicated — or withheld — on social media, and whether that serves the brand.
Diagnostic questions:
- Does the brand communicate price or pricing ranges publicly?
- If price is not shared, is there a clear alternative CTA (e.g., WhatsApp for enquiries)?
- Is pricing competitive relative to the market position the social media creates?
- Do promotional offers appear consistently, or are they random and reactive?
Red flags:
- No price information anywhere — audiences in EA expect at least a range or a clear enquiry route
- Promotional offers are inconsistent or feel desperate; constant discounting signals weak value
- Pricing content contradicts the premium positioning the brand is trying to create
Recommended actions:
- Adopt a price transparency policy: publish price ranges if not exact prices; add "DM / WhatsApp for pricing" CTA on all product posts
- Create a promotional calendar — plan offers in advance rather than running ad-hoc discounts
- Audit pricing positioning against the visual quality and tone of existing content
Score this P (1–5): ___
3. Place
Where and how the audience engages with and purchases from the brand.
Diagnostic questions:
- Is the path from social post to purchase clear? (e.g., link in bio → WhatsApp → Mobile Money)
- Are the right platforms being used for the right audience segments?
- Is location or physical presence communicated where relevant (retail, hospitality, events)?
- Is WhatsApp integrated as the primary conversion channel?
Red flags (EA-specific):
- Posts drive traffic to a website that does not load on mobile or on a 3G connection
- No WhatsApp CTA despite operating in an East African market where WhatsApp is the dominant messaging and commerce channel
- A brick-and-mortar business never mentions its physical location on social media
Recommended actions:
- Map the full post-to-purchase journey and remove friction points (reference
playbook-post-click-strategy)
- Add a WhatsApp Click-to-Chat link (wa.me/256XXXXXXXXX) as the primary CTA across all platforms
- Pin a Google Maps link and physical address to all relevant profiles; tag location on every relevant post
Score this P (1–5): ___
4. Promotion
The mix and structure of promotional versus non-promotional content.
Diagnostic questions:
- What is the ratio of educational or entertaining content to promotional content? (Target: 80/20 rule, or apply the 10-4-1 rule — Bodnar and Cohen, 2012)
- Is promotional content spread throughout the week or bunched together?
- Are there campaigns with a clear start, middle, and end — or is promotion continuous and undifferentiated?
- Is paid social used to amplify organic content that is already performing?
Red flags:
- More than 30% of posts are direct promotional content — audiences disengage from feeds that feel like catalogues
- No planned campaigns — promotion is reactive, unstructured, and event-driven only
- Boosted posts with no targeting rationale or defined objective
Recommended actions:
- Apply the 10-4-1 rule (Bodnar and Cohen, 2012): for every 15 posts, use 10 shares of others' content, 4 original non-promotional posts, and 1 promotional post
- Build a quarterly campaign calendar with 2–3 major campaigns and 4–6 minor campaigns per quarter
- Use
strategy-organic-paid-hybrid to determine which organic posts warrant paid amplification
Score this P (1–5): ___
5. People
Who represents the brand on social media — visibly and behind the scenes.
Diagnostic questions:
- Is there a consistent brand voice across all content and platforms?
- Is there a human face — founder, team member, or employee — visible in the content?
- Who is responding to comments and DMs, and is the response style consistent?
- Are brand spokespeople or ambassadors used appropriately and briefed on brand standards?
Red flags (EA-specific):
- All content is product imagery or graphics only — no human presence; EA audiences trust people, not logos
- Multiple people post with completely different voices, tones, and quality levels
- DM responses are slow, inconsistent, or handled by different team members with no shared script
Recommended actions:
- Feature the founder or a named team member in at least one post per week
- Create a brand voice guide and brief all team members who post or respond (reference
brand-voice-ai-training)
- Assign one named community management owner per account with defined response-time standards
Score this P (1–5): ___
6. Process
How content is planned, produced, approved, and published.
Diagnostic questions:
- Is there a content calendar in place and being followed?
- Is there a content approval process with defined turnaround times?
- Is content scheduled in advance, or published reactively and ad hoc?
- Is there a quality control checklist applied before any post goes live?
Red flags:
- No content calendar — posting is irregular, reactive, and dependent on one person's availability
- No approval process — content goes live without client review or brand sign-off
- Frequent posting gaps of three or more days that are not planned (e.g., holidays, campaigns)
Recommended actions:
- Implement a monthly content calendar covering all platforms and content pillars (reference
11-content-calendar)
- Establish a content approval workflow with a 24-hour client review window before scheduled publication
- Use a scheduling tool (Buffer, FeedHive, or Meta Business Suite) to maintain posting consistency regardless of team availability
Score this P (1–5): ___
7. Physical Evidence
The visual and reputational signals that make the brand believable and trustworthy.
Diagnostic questions:
- Is the visual identity — colours, fonts, photography style — consistent across all platforms?
- Are reviews, testimonials, and case studies featured regularly?
- Does the content look professional enough for the brand's price point and market positioning?
- Is the brand's East African market credibility visible — local clients, local context, local language?
Red flags (EA-specific):
- Stock imagery with no local context — looks generic and untrustworthy to EA audiences who recognise global stock photos
- No social proof: no reviews, no customer stories, no before/after content
- Inconsistent visual quality — some posts look professional, others look rushed or off-brand
Recommended actions:
- Introduce a visual system with defined templates, colour palette, and photography standards (reference
platform-instagram-visual-system or playbook-social-media-brand-style-guide)
- Launch a "Customer Stories" content series using real client testimonials, photos, and outcomes (reference
playbook-ugc-strategy)
- Publish at least one social proof post every two weeks: a review screenshot, a client testimonial, or a case study summary
Score this P (1–5): ___
Output — One-Page Quarterly Review Summary
Generate the following table as the primary deliverable. Complete one row per P based on the diagnostic above.
| P | Score (1–5) | Top Red Flag | Priority Action |
|---|
| Product | | | |
| Price | | | |
| Place | | | |
| Promotion | | | |
| People | | | |
| Process | | | |
| Physical Evidence | | | |
| Overall score | /35 | | |
Score interpretation:
| Band | Score | Meaning |
|---|
| Strong | 28–35 | Strategy is fundamentally sound — maintain momentum and refine |
| Developing | 21–27 | 2–3 targeted improvements will produce measurable results |
| Weak | 14–20 | Systematic overhaul required across multiple Ps |
| Critical | Below 14 | Fundamental strategy reset recommended before further content investment |
After the table, include:
- 3 priority actions ranked by expected impact — these become the client's 90-day focus
- One-sentence overall assessment the consultant can read aloud in a review meeting
- Recommended next skill to run based on the lowest-scoring P (e.g., if Process scores 1–2, recommend
11-content-calendar next)
Quality Criteria
- All 7 Ps are assessed with at least 3 diagnostic questions each; no P is skipped
- Red flags are specific to the client's situation — not generic marketing advice
- Every recommended action references a named skill in this repository where applicable
- The scoring table produces a total out of 35 with a written interpretation band
- EA-specific red flags are included for at least 3 Ps (Place, People, and Physical Evidence)
- The final output fits on one page — a business owner can read the summary in under 5 minutes
- The 10-4-1 rule (Bodnar and Cohen, 2012) is cited explicitly in the Promotion section
References
- Dallas, M. (2022) Social Media Marketing Algorithms
- Bodnar, K. and Cohen, J. (2012) The B2B Social Media Book. Hoboken, NJ: Wiley
- Chaffey, D. (2024) Digital Marketing: Strategy, Implementation and Practice. 8th edn. Harlow: Pearson
