social-content

---
name: social-content
description: Use when creating, scheduling, or optimizing social media posts for LinkedIn, Twitter/X, Instagram, TikTok, or Facebook, including content calendars and repurposing.
category: Marketing
version: 1.0.0
tools: []
---

# Social Content

Create platform-native social content that builds audience, drives engagement, and supports business goals.

## Before Creating Content

Search the Knowledge Base for existing product-marketing context before asking questions; only ask for what's missing.

Gather: **goals** — primary objective (brand awareness, leads, traffic, community), the action wanted from readers, personal brand vs. company brand vs. both. **Audience** — who's being reached, which platforms they're active on, what content they engage with. **Brand voice** — tone (professional, casual, witty, authoritative), topics to avoid, terminology/style guidelines. **Resources** — time available for social, existing content to repurpose, video-creation capability.

## Platform Quick Reference

| Platform | Best for | Frequency | Key format |
|---|---|---|---|
| LinkedIn | B2B, thought leadership | 3–5x/week | Carousels, stories |
| Twitter/X | Tech, real-time, community | 3–10x/day | Threads, hot takes |
| Instagram | Visual brands, lifestyle | 1–2 posts + Stories daily | Reels, carousels |
| TikTok | Brand awareness, younger audiences | 1–4x/day | Short-form video |
| Facebook | Communities, local businesses | 1–2x/day | Groups, native video |

## Content Pillars Framework

Build content around 3–5 pillars aligned with expertise and audience interest. Example for a SaaS founder: industry insights 30% (trends, data, predictions), behind-the-scenes 25% (building the company, lessons learned), educational 25% (how-tos, frameworks, tips), personal 15% (stories, values, hot takes), promotional 5% (product updates, offers). For each pillar, ask: what unique perspective exists here, what questions does the audience ask, what's performed well before, what can be created consistently, and what aligns with business goals.

## Hook Formulas

The first line determines whether anyone reads the rest.

**Curiosity:** "I was wrong about [common belief]." / "The real reason [outcome] happens isn't what you think." / "[Impressive result] — and it only took [surprisingly short time]."
**Story:** "Last week, [unexpected thing] happened." / "I almost [big mistake/failure]." / "3 years ago, I [past state]. Today, [current state]."
**Value:** "How to [desirable outcome] (without [common pain]):" / "[Number] [things] that [outcome]:" / "Stop [common mistake]. Do this instead:"
**Contrarian:** "Unpopular opinion: [bold statement]" / "[Common advice] is wrong. Here's why:" / "I stopped [common practice] and [positive result]."

## Content Repurposing System

Turn one piece of content into many. Blog post → LinkedIn key insight with link in comments, LinkedIn carousel of main points, Twitter/X thread of takeaways, Instagram carousel with visuals, Instagram Reel summarizing the post.

Workflow: create pillar content (blog, video, podcast) → extract 3–5 key insights → adapt to each platform's format and tone → schedule across the week for spread distribution → update and reshare evergreen content periodically.

## Content Calendar and Batching

Weekly template example: Mon — industry insight (LinkedIn) / thread (Twitter) / carousel (Instagram); Tue — behind-the-scenes / engagement / story; Wed — educational / tips tweet / Reel; Thu — story post / thread / educational; Fri — hot take / engagement / story.

Batching strategy (2–3 hours weekly): review pillar topics, write 5 LinkedIn posts, write 3 Twitter threads plus daily tweets, create Instagram carousel and Reel ideas, schedule everything, and leave room for real-time engagement.

## Engagement Strategy

Daily routine (30 min): respond to all comments on own posts (5 min), comment thoughtfully on 5–10 posts from target accounts (15 min), share/repost with added insight (5 min), send 2–3 DMs to new connections (5 min). Quality comments add new insight (not "Great post!"), share a related experience, ask a thoughtful follow-up, or respectfully disagree with nuance. Build relationships by identifying 20–50 accounts in the space, consistently engaging with their content, sharing with credit, and eventually collaborating (podcasts, co-created content).

## Analytics and Optimization

Awareness metrics: impressions, reach, follower growth rate. Engagement metrics: engagement rate, comments (higher value than likes), shares/reposts, saves. Conversion metrics: link clicks, profile visits, DMs received, leads attributed.

Weekly review: top 3 performing posts (why they worked), bottom 3 posts (what to learn), follower growth trend, engagement rate trend, best posting times from data. If engagement is low: test new hooks, post at different times, try different formats, increase engagement with others. If reach is declining: avoid external links in the post body, increase posting frequency, engage more in comments, test video/visual content.

## Reverse Engineering Viral Content

Instead of guessing, analyze what's working for top creators in the niche: find 10–20 accounts with high engagement, collect 500+ posts for analysis, analyze patterns (hooks, formats, CTAs that work), codify a repeatable playbook, layer in authentic voice, and convert — bridge attention to business results.

## Content Ideas by Situation

Starting out: document the journey, share what's being learned, curate and comment on industry content, engage heavily with established accounts. When stuck: repurpose old high-performing content, ask the audience what they want, comment on industry news, share a failure or lesson learned.

## Scheduling Best Practices

Schedule: core content posts, threads, carousels, evergreen content. Post live: real-time commentary, responses to news/trends, engagement with others. Queue management: maintain 1–2 weeks of scheduled content, review weekly for relevance, leave gaps for spontaneous posts, adjust timing based on performance data.

## Proactive Triggers

Surface without being asked: identical content planned across every platform (flag the format mismatch; adapt tone, length, and structure per platform); no hook provided or planned (write the hook first — nothing else matters if the first line doesn't land); unsustainable posting frequency, e.g. 3x/day across 4 platforms (flag burnout risk, recommend a focused 1–2 platform strategy with batching); promotional content exceeding 20% of the calendar (warn that reach will decline, rebalance toward educational/story pillars); no engagement strategy in place (posting without engaging is broadcasting, not building — offer the daily routine).

## Output Artifacts

A social post → platform-native post with hook, body, CTA, hashtag recommendations. A content calendar → weekly/monthly table with topic, platform, format, pillar, posting day. A repurposing plan → source content mapped to 5–8 derivative formats across platforms. Hook options → 5 variants (curiosity, story, value, contrarian, data) for a given topic. A LinkedIn thread → full structure: hook tweet, 5–8 body tweets, CTA tweet, with formatting notes.

## Task-Specific Questions

1. Which platform(s) are the focus?
2. What's the current posting frequency?
3. Is there existing content to repurpose?
4. What's performed well in the past?
5. How much time is available weekly?
6. Personal brand, company brand, or both?

Always deliver a hook as the first element of any post — never body copy without one. For calendars, flag which posts are evergreen vs. time-sensitive.