social-plugin

Use whenever anything of value sits behind a post — a paid sponsorship, a gifted product, an affiliate link, an employee writing about their own employer, or the brand's own product. Covers what the FTC actually requires, where the disclosure has to sit, and the wording that doesn't count. Triggers: "we're doing a paid partnership", "they sent us the product", "affiliate", "our employees are posting about it", "do we need to say it's an ad", "is this compliant".

Use the moment scheduled content becomes a liability — a crisis at the company, an outage, a public tragedy, a story breaking about the brand or its industry, a post going wrong. Covers holding the queue, drafting a holding statement, and deciding when to resume. Triggers: "hold everything", "pause the posts", "we have a situation", "this is blowing up", "should we still post today", "something happened".

Use to close the loop — record what published posts actually did, and work out what that means for the next calendar. Run it monthly, or before planning. Triggers: "how did last month do", "what's working", "here are the numbers", "review performance", "should we keep doing X", "what should we do more of".

Use to write social copy — one post or a batch, for any platform. Covers hooks, native structure per surface, the lint-and-fix loop, and getting to an approved queue item. Triggers: "write a post about X", "draft something for LinkedIn", "turn this into a tweet", "we need a post for the launch", "draft the ideas in the queue".

Use to research and record how a platform currently behaves — the length band that performs, hashtag counts, where the fold falls, whether links get demoted, what flops. Run it when social_check reports "no norms on file", when norms are flagged stale, or when the operator says results have changed. Triggers: "research the norms", "what works on LinkedIn now", "our reach dropped", "refresh the platform rules", "no norms on file".

Use to build or overhaul the brand kit — the file that makes every draft sound like this brand instead of generic marketing. Run it before the first post, and again when the positioning, audience, or voice changes. Triggers: "set up the brand", "who are we talking to", "define our voice", "the posts don't sound like us", "onboard me", or any drafting request made when social_brand_kit reports no kit exists.

Use to plan what goes out and when — a two-week or monthly calendar balanced across the brand's content pillars and platforms, seeded with concrete post ideas. Triggers: "plan our content", "what should we post", "build a calendar", "we need a month of posts", "fill the queue", or a review of what's already scheduled.

Use to prepare the half of social that isn't posting — replies to comments, responses to criticism, DM openers, and the accounts worth engaging with. Triggers: "help me reply to this", "someone commented X", "how do I respond to this criticism", "draft replies", "what should I engage with", "we got a complaint on LinkedIn".

Use to turn one piece of source material into a batch of native posts across platforms — a blog post, release notes, a talk, a podcast, a customer call, a long document. Triggers: "turn this into posts", "repurpose this", "we published X, get social out of it", "make a week of content from this", "what can we do with this transcript".