social-media-manager

name	social-media-manager
description	Social media content management covering post creation, hashtag research, content calendars, engagement analysis, and platform-specific optimization. This skill should be used when Cline needs to plan, create, schedule, or analyze social media content across platforms like Twitter/X, LinkedIn, Instagram, Facebook, and Bluesky.

Social Media Manager

This skill manages social media content across platforms — from post creation and hashtag research to content calendar planning and engagement analysis. It handles platform-specific formatting, optimal posting times, hashtag strategy, and audience-tailored messaging across Twitter/X, LinkedIn, Instagram, Facebook, and Bluesky.

When to Use This Skill

• Creating platform-specific social media posts
• Researching hashtags for reach and relevance
• Planning weekly or monthly content calendars
• Repurposing long-form content into social posts
• Optimizing post timing for engagement
• Analyzing engagement patterns and suggesting improvements
• Creating social media campaigns with connected themes
• Writing thread/series content for Twitter or LinkedIn
• Generating platform-appropriate visual descriptions

What This Skill Does

1. Post Creation: Craft platform-optimized posts with proper formatting and tone
2. Hashtag Strategy: Research and select hashtags for reach, relevance, and discovery
3. Content Calendars: Plan weekly/monthly posting schedules with variety
4. Content Repurposing: Transform blog posts, videos, and long-form content into social posts
5. Engagement Analysis: Assess post performance and recommend improvements

Process

Step 1: Platform-Specific Post Creation

Each platform has distinct formatting, length, and tone requirements:

## Platform Specifications

### Twitter/X
- **Length**: 280 characters (aim for 71-100 for max engagement)
- **Hashtags**: 1-2 per tweet (more reduces engagement)
- **Tone**: Conversational, punchy, opinion-friendly
- **Media**: Images get 2x engagement; video even more
- **Threads**: Number each tweet (1/7, 2/7, etc.)

### LinkedIn
- **Length**: 1,300 characters max (1,500-2,000 for articles)
- **Hashtags**: 3-5 per post
- **Tone**: Professional, value-driven, thought leadership
- **Format**: Hook line → line break → body → CTA
- **Best**: Personal stories, lessons learned, industry insights

### Instagram
- **Caption**: 2,200 characters (first 125 visible before "more")
- **Hashtags**: 5-10 in caption or first comment (up to 30 max)
- **Tone**: Visual-first, authentic, emoji-friendly
- **Reels**: 15-90 seconds, trending audio, hook in first 2 seconds
- **Stories**: Polls, questions, countdowns for engagement

### Facebook
- **Length**: 40-80 characters ideal for engagement
- **Hashtags**: 1-2 per post
- **Tone**: Community-focused, personable
- **Best**: Questions, behind-the-scenes, user-generated content

### Bluesky
- **Length**: 300 characters
- **Hashtags**: Optional; discovery is feed-based
- **Tone**: Conversational, community-driven
- **Feeds**: Post to relevant custom feeds for discovery

Step 2: Post Templates by Type

## Engagement Post
**Platform**: [Twitter/LinkedIn/Instagram]
**Hook**: [Attention-grabbing first line — question, bold claim, or stat]
**Body**: [Value — insight, tip, or story in 2-3 sentences]
**CTA**: [What you want them to do — reply, share, click]
**Hashtags**: [1-5 relevant tags]
**Visual**: [Description of image or graphic]

## Educational / Value Post
**Hook**: "Here's something most people get wrong about [topic]:"
**Point 1**: [Counterintuitive insight]
**Point 2**: [The right approach]
**Point 3**: [Actionable takeaway]
**CTA**: "What's your experience with [topic]?"
**Hashtags**: [2-3 tags]

## Announcement Post
**Hook**: "[Excited/Thrilled] to share [what]!"
**Details**: [2-3 key points about the announcement]
**Impact**: [Why this matters to the audience]
**CTA**: [Link or next step]
**Hashtags**: [1-3 tags]

## Story / Behind-the-Scenes Post
**Hook**: [Personal moment or vulnerable opening]
**Narrative**: [The journey — struggle → insight → resolution]
**Lesson**: [What you learned, stated clearly]
**CTA**: [Invite others to share their story]
**Hashtags**: [1-2 tags]

Step 3: Hashtag Strategy

## Hashtag Research Framework

### Category Mix (per post)
- **Branded** (1): #[YourBrand] or #[CampaignName]
- **Industry** (1-2): #[Industry] #[NicheArea]
- **Content-specific** (1-2): #[TopicOfThisPost]
- **Discovery** (1): #[TrendingOrPopularInYourSpace]

### Research Process
1. **Brainstorm seed terms** from the post topic
2. **Check platform search** for each seed — note post volume and engagement
3. **Analyze competitors** — which hashtags do similar accounts use?
4. **Balance reach and specificity**:
   - High-volume (1M+): Broad reach, low relevance (e.g., #marketing)
   - Medium-volume (10K-1M): Sweet spot for most posts (e.g., #contentmarketing)
   - Low-volume (<10K): Niche, highly relevant (e.g., #b2bsaascontent)
5. **Test and iterate** — track which hashtags drive impressions weekly

### Hashtag Rules by Platform
| Platform | Count | Placement | Strategy |
|----------|-------|-----------|----------|
| Twitter/X | 1-2 | In text | Specific > broad |
| LinkedIn | 3-5 | End of post | Industry + niche mix |
| Instagram | 5-10 | Caption or comment | Mix of volumes |
| Facebook | 1-2 | In text | Simple, brand-focused |
| Bluesky | 0-2 | Optional | Feed-based discovery |

Step 4: Content Calendar

## Weekly Content Calendar Template

**Week of**: [Date Range]

| Day | Platform | Time | Type | Topic | Hashtags | Status |
|-----|----------|------|------|-------|----------|--------|
| Mon | LinkedIn | 8:00 AM | Thought leadership | [Topic] | [#tag1 #tag2] | Draft |
| Mon | Twitter | 12:00 PM | Engagement | [Topic] | [#tag1] | Draft |
| Tue | Instagram | 11:00 AM | Carousel | [Topic] | [#tag1...#tag5] | Idea |
| Wed | LinkedIn | 8:00 AM | Educational | [Topic] | [#tag1 #tag2] | Draft |
| Wed | Twitter | 3:00 PM | Thread | [Topic] | [#tag1] | Idea |
| Thu | Instagram | 6:00 PM | Reel | [Topic] | [#tag1...#tag5] | Idea |
| Fri | LinkedIn | 8:00 AM | Story/Personal | [Topic] | [#tag1 #tag2] | Idea |
| Fri | Twitter | 10:00 AM | Engagement | [Topic] | [#tag1] | Idea |

### Optimal Posting Times (general, adjust per analytics)
| Platform | Best Times | Best Days |
|----------|-----------|-----------|
| Twitter/X | 8AM, 12PM, 5PM | Tue-Thu |
| LinkedIn | 7-8AM, 12PM | Tue-Thu |
| Instagram | 11AM, 2PM, 7PM | Tue-Fri |
| Facebook | 9AM, 1PM, 4PM | Wed-Fri |
| Bluesky | 9AM, 12PM | Tue-Thu |

### Content Mix Target
- **40%** Educational / value-driven
- **25%** Engagement / community
- **20%** Personal / behind-the-scenes
- **15%** Promotional / announcements

Step 5: Content Repurposing

Transform a single piece of content into multiple platform-native posts:

## Repurposing Workflow

Source: [Blog post / Video / Podcast / Presentation]

### Step 1: Extract Key Points
- Main thesis: [One sentence]
- 3-5 supporting points: [List]
- Key stats or quotes: [List]
- CTA: [What action]

### Step 2: Platform Adaptation

**LinkedIn Post**: Personal angle on the main thesis → 3 key takeaways → CTA
**Twitter Thread**: Main thesis as hook tweet → each supporting point = 1 tweet → CTA as final tweet
**Instagram Carousel**: Each supporting point = 1 slide → CTA on final slide
**Short-form Video**: Hook (2 sec) → main insight (15 sec) → CTA (5 sec)

### Step 3: Schedule Across Week
- Day 1: LinkedIn post
- Day 2: Twitter thread
- Day 3: Instagram carousel
- Day 5: Short-form video clip

Step 6: Engagement Analysis

## Post Performance Review

### Metrics to Track
| Metric | Twitter | LinkedIn | Instagram |
|--------|---------|----------|-----------|
| Reach | Impressions | Impressions | Reach |
| Engagement | Likes + RTs + Replies | Reactions + Comments | Likes + Comments + Saves |
| Click-through | Link clicks | Click rate | Link taps |
| Growth | New followers | Profile visits | Follows |
| Quality | Reply quality | Comment depth | Save rate |

### Weekly Review Template
**Period**: [Date range]
**Posts published**: [Count]

**Top performer**: [Post description]
- Why it worked: [Hypothesis based on format/timing/topic]
- Replicate: [How to apply this learning]

**Underperformer**: [Post description]
- Why it missed: [Hypothesis]
- Adjust: [What to change next time]

**Content type performance**:
| Type | Avg Engagement | Avg Reach | Notes |
|------|---------------|-----------|-------|
| Educational | [rate] | [count] | |
| Personal | [rate] | [count] | |
| Engagement | [rate] | [count] | |
| Promotional | [rate] | [count] | |

**Next week adjustments**: [2-3 specific changes based on data]

Error Handling

• Character limit exceeded: Trim from the body first, preserve the hook and CTA; warn user about truncation
• Hashtag not found: Use broader industry terms; verify hashtags are currently active (not from abandoned campaigns)
• Platform API unavailable: Provide ready-to-paste content for manual posting; include all text, hashtags, and visual descriptions
• Content calendar conflicts: Avoid posting the same topic on the same day across platforms; stagger by 2-4 hours minimum
• Tone mismatch: If a post feels wrong for the platform, flag it — LinkedIn shouldn't sound like Twitter, and vice versa

Common Pitfalls

• ❌ Same post on every platform — each platform has its own language and audience
• ❌ All promotion, no value — the 80/20 rule: 80% value, 20% promotion
• ❌ Ignoring replies — engagement is a two-way street; respond within hours, not days
• ❌ Over-automating — scheduled content still needs a human review before posting
• ❌ Hashtag stuffing — more hashtags ≠ more reach; platforms penalize overuse

Cline Workflow Notes

1. Install location: Copy this skill directory to .cline/skills/social-media-manager/ (project-level) or ~/.cline/skills/social-media-manager/ (global)
2. Platform-first thinking: Always specify which platform before creating content
3. Always include a CTA: Every social post should drive an action, even if it's just "reply with your experience"
4. Preserve brand voice: Ask for existing social posts to match tone and style
5. Calendar as living document: Update the content calendar as plans change; don't treat it as fixed
6. Batch creation: Create a week's worth of content at once for consistency
7. Respect platform norms: Don't use LinkedIn language on Twitter or Instagram casualness on LinkedIn

Dependencies

No external dependencies required. This skill uses Cline's native capabilities with optional integration to social media APIs via other skills (twitter-post, bluesky, linkedin, Instagram API).