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marketing-social-media

📁 vasilyu1983/ai-agents-public 📅 Jan 23, 2026
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npx skills add https://github.com/vasilyu1983/ai-agents-public --skill marketing-social-media

Agent 安装分布

claude-code 8
antigravity 7
gemini-cli 7
cursor 5
windsurf 4

Skill 文档

SOCIAL MEDIA MARKETING — OPERATIONAL SKILL

This skill contains actionable, non-theoretical operational systems for sustainable social media marketing across LinkedIn, TikTok, Meta (FB/IG), YouTube, and X.

Structure: Core social media principles first. AI-specific automation in clearly labeled “Optional: AI / Automation” sections.

Scope note: For email outreach and lead generation, see marketing-leads-generation. For SEO, see marketing-seo-complete.

Core: Platform-Agnostic Principles

These principles apply regardless of platform. Master them before platform-specific tactics.

The 3 Pillars

Pillar Description Measure
Audience Who you serve, their problems, what they value Follower quality, engagement rate
Format Content type optimized for platform + audience View-through, completion, saves
Cadence Consistent publishing rhythm Posting frequency, time-to-response

Audience-First Thinking

Question Why It Matters
Who specifically am I creating for? Generic content = generic results
What problem does this solve for them? Value-first, not self-promotion
Where do they spend time online? Platform selection follows audience
What format do they prefer? Match format to consumption habits

Format Selection by Goal

Goal Best Formats Worst Formats
Awareness Short-form video, carousels, threads Long-form without distribution
Engagement Polls, questions, controversial takes Corporate announcements
Authority Long-form, original research, case studies Repurposed generic content
Conversion Direct CTAs, testimonials, demos Soft branding

Cadence Guidelines

Start with a cadence you can sustain for 8–12 weeks without sacrificing quality.

Cadence Tier Typical Output Best For Notes
Light 2–3 posts/week Small teams, early consistency Use templates + repurposing
Standard 4–7 posts/week Most product teams Mix educational + proof + community
Heavy Daily + community touchpoints Media-led teams Requires strong production pipeline

Core: Content Typology

Every post should map to one of these types. Mix types across your content calendar.

Type Purpose Example Frequency
Educational Teach something valuable How-to, tutorial, framework 40-50%
Narrative Share stories that resonate Personal journey, case study, behind-the-scenes 20-30%
Proof Demonstrate results/credibility Testimonial, metric, achievement 15-20%
Community Engage and connect Question, poll, reply, shoutout 10-15%
Promotional Drive action Offer, CTA, launch 5-10% max

Do (Content Mix)

  • Plan content mix monthly, not post-by-post
  • Lead with educational; end week with proof or community
  • Test different type ratios for your audience
  • Repurpose across types (educational → narrative)

Avoid (Content Mix)

  • Mostly promotional content (looks like spam)
  • All educational (no personality, no engagement)
  • Random posting without type intention
  • Copying competitor content 1:1

Core: Engagement Quality vs Vanity Metrics

What to Track (Quality)

Metric Why It Matters
Saves/bookmarks Strong signal that content is useful
Shares/reposts Indicates distribution value and message resonance
Comment quality Depth of discussion and objections surfaced
Profile visits Interest in the creator/company after content
Link clicks Conversion path signal (only if UTMs are clean)
Downstream conversions Sign-ups, demos, trials, purchases from social landings

What to Ignore (Vanity)

Metric Why It’s Misleading
Follower count alone Bots, inactive, wrong audience
Impressions without engagement Seen ≠ valued
Likes without context Easy to give, low signal
Viral posts without conversion Fame ≠ revenue

Do (Metrics)

  • Track engagement rate, not raw likes
  • Monitor save rate as quality signal
  • Measure conversion from social (UTMs, ask “how did you hear about us”)
  • Compare metrics to your own baseline, not others

Avoid (Metrics)

  • Buying followers or engagement
  • Chasing viral at expense of relevance
  • Ignoring negative engagement signals (unfollows, hides)
  • Reporting vanity metrics to stakeholders

Core: Revenue Attribution & ROI

Transform social from cost center to revenue driver by measuring business impact.

Metric Category Key Metrics See Reference
Social-to-Revenue Social CAC, LTV:CAC, pipeline influence revenue-attribution-framework.md
Influencer ROI CPA, ROAS, EMV, content asset value revenue-attribution-framework.md
Community ROI Member LTV premium, support deflection, retention delta revenue-attribution-framework.md
Brand Lift Unaided/aided awareness, consideration, preference revenue-attribution-framework.md

Quick Implementation

  1. UTM discipline: utm_source, utm_medium, utm_campaign, utm_content, utm_term on all links
  2. CRM integration: Pass UTM data on conversion, tag closed deals with source
  3. Cohort analysis: Compare LTV by acquisition source
  4. Attribution model: Choose first-touch (awareness) or position-based (balanced)

Key Benchmarks

Metric Target
Social LTV:CAC >3:1
Influencer ROAS >2x (direct), >4x (with EMV)
Community member LTV 1.2-2x non-member
Support deflection 20-40%

For detailed frameworks, scorecards, and reporting templates, see references/revenue-attribution-framework.md.

Core: Social → Site → Conversion Flows

Social media is rarely the conversion point. Design the flow:

Social Post → Link/Bio → Landing Page → Conversion

OR

Social Post → DM/Comment → Conversation → Conversion

OR

Social Post → Lead Magnet → Email Nurture → Conversion

Flow Design Checklist

Step Question If No
Post Does it provide standalone value? Rewrite—no one clicks without value
CTA Is there one clear next action? Simplify to single CTA
Link/Bio Does it match post promise? Align messaging
Landing Does it load fast, mobile-first? Optimize (see marketing-seo-complete)
Conversion Is friction minimized? Reduce form fields, add trust signals

Use content-distribution-plan.md to plan search + social distribution for each piece of content.

Do (Conversion Flows)

  • Test bio link vs in-post link
  • Use UTM parameters to track social → site
  • Optimize landing page for mobile-first reading and fast load
  • Retarget engaged users who didn’t convert

Avoid (Conversion Flows)

  • Generic bio links that don’t change
  • No tracking on social traffic
  • Desktop-first landing pages
  • Sending cold traffic straight to purchase

Core: Community Management Basics

Response Time Standards

Interaction Type Target Response Time
Comment on your post Same day (faster during launch windows)
Direct message Within 1 business day (faster for high-intent inquiries)
Mention/tag Within 24 hours
Negative feedback ASAP (same day)

Moderation Principles

Situation Action
Spam/bot Delete and block
Constructive criticism Thank, address publicly
Negative but valid Acknowledge, offer to continue privately
Trolling/harassment Hide/delete, block if repeated
Questions Answer helpfully, link to resources

Do (Community)

  • Respond to every real comment (first week especially)
  • Ask follow-up questions to drive discussion
  • Highlight community members (reshare, mention)
  • Set community guidelines for owned spaces

Avoid (Community)

  • Ignoring comments (signals you don’t care)
  • Deleting all criticism (looks like hiding)
  • Generic copy-paste responses
  • Letting trolls derail conversations

Platform-Specific Constraints (January 2026)

Platform Best For Primary Formats Key Constraints
LinkedIn B2B, thought leadership Text posts, carousels, native video Depth Score (dwell time), employee reshares 561% further reach
X (Twitter) News, opinions, real-time Short posts, threads, quotes Fast feed, context collapse, short half-life
TikTok Discovery, social commerce Vertical video, TikTok Shop 70%+ completion for virality, 60-180s optimal
Instagram Visual storytelling Reels, carousels, stories “Your Algorithm” user controls, Trial Reels testing
YouTube Evergreen + search Long-form + Shorts + Shopping Production effort, retention focus
Reddit B2B, tech, authentic discussion Text posts, AMAs, community participation 6th most visited site, AI search visibility, authentic voice required
Threads Real-time conversation Short posts, threads 400M MAU trajectory, Meta integration with IG

For detailed platform-specific guidance, see:

Use this skill when the user asks for:

  • content ideas, calendars, scripts, hooks
  • ad creative templates
  • growth frameworks
  • optimization workflows
  • paid social setup and scaling
  • copywriting requests
  • community management
  • performance audits
  • revenue attribution and ROI measurement
  • influencer program ROI
  • community value calculation
  • brand lift studies

Decision Trees

Paid Social: Low CTR → Refresh hook/creative | Clicks ok, CVR low → Fix landing page | Costs rising → Refresh creative
Organic: Inconsistent → Set sustainable cadence | Low engagement → Improve value density | Low clicks → Strengthen CTA
Community: Spam rising → Enforce guidelines | Low retention → Add rituals | Negative sentiment → Acknowledge publicly

Navigation

References (Deep Dives)

Category Key Resources
Revenue & ROI revenue-attribution-framework.md — Attribution, influencer/community ROI, brand lift
Platform Strategy linkedin-engagement-patterns.md, tiktok-best-practices.md, instagram-best-practices.md, youtube-best-practices.md, reddit-marketing-strategy.md
Paid Social paid-social-patterns.md, influencer-ops-and-partnerships.md
Community community-building-patterns.md
Operations operational-patterns.md, lead-systems-and-pipelines.md
AI (Optional) ai-marketing-patterns.md, ai-marketing-governance.md

Templates

Category Location
Ads assets/ads/ — Google RSA, Meta, TikTok, YouTube
Email assets/email/ — Cold, nurture, newsletter, sales
Social assets/social/ — Calendars, hooks, carousels, scripts
Offers assets/offers/ — Offer builder, value stack, guarantees
Community assets/community/ — Strategy, guidelines, events, moderation
SEO assets/seo/ — Briefs, outlines, keyword research

Related Skills

External Resources

See data/sources.json for official documentation across Google Ads, Meta, TikTok, YouTube, and platform analytics (automation sources are tagged optional).

Optional: AI / Automation

Note: Core social media fundamentals above work without AI tools. This section covers optional automation capabilities.

Scheduling & Publishing

Tool Platforms Best For
Buffer All major Simple scheduling, analytics
Hootsuite All major Enterprise, team collaboration
Later IG, TikTok, Pinterest Visual planning, link-in-bio
Sprout Social All major Enterprise, CRM integration
Native schedulers Platform-specific Best reach (some algorithms favor native)

AI Content Assistance

Use Case Tools Consideration
Ideation ChatGPT, Claude Starting point only—add human insight
Hook generation LLM prompts A/B test AI vs human hooks
Repurposing Opus Clip, Descript Video → clips, long → short
Image generation Midjourney, DALL-E Check platform policies on AI content
Caption writing LLM prompts Always edit for brand voice

Moderation & Monitoring

Use Case Tools Benefit
Comment moderation Meta AI, Sprinklr Filter spam, flag issues
Brand monitoring Mention, Brand24 Track mentions across platforms
Sentiment analysis Sprout, Brandwatch Aggregate sentiment trends

Do (AI/Automation)

  • Use scheduling to maintain consistency when you can’t post live
  • Test AI-generated hooks/captions against human-written
  • Automate monitoring, not engagement (replies should be human)
  • Label AI-generated content where required by platform

Avoid (AI/Automation)

  • Full automation of replies/DMs (obvious, damages trust)
  • AI content without human review (brand voice, factual accuracy)
  • Over-relying on AI ideation (becomes generic)
  • Ignoring platform policies on AI content disclosure

See references/ai-marketing-governance.md for AI governance framework.

Collaboration Notes

With Product

  • Launch coordination: Social amplification for product launches
  • Feature education: Tutorial content for new features
  • User feedback: Social comments/DMs = product insights
  • Community features: Product roadmap for community needs

With Sales

  • Social selling support: Content for sales team to share
  • Lead alerts: DMs and comments with buying signals → Sales
  • Case studies: Sales wins → Social proof content
  • Event promotion: Webinars, demos, conferences

With Engineering

  • Social embeds: Share buttons, social proof widgets
  • API integrations: CRM sync, lead capture from social
  • Analytics setup: UTM handling, conversion tracking
  • Page performance: Social traffic = mobile traffic = fast pages

With Design

  • Visual templates: Consistent brand assets across platforms
  • Video production: Reels, TikToks, YouTube Shorts
  • Carousel design: LinkedIn, Instagram carousel templates
  • UGC guidelines: Brand guidelines for community content

Trend Awareness Protocol

IMPORTANT: When users ask recommendation questions about social media marketing, you MUST use WebSearch to check current trends before answering.

Trigger Conditions

  • “What’s the best social media strategy for 2026?”
  • “What should I focus on for [LinkedIn/TikTok/Instagram]?”
  • “What’s trending on [platform]?”
  • “Current best practices for [Reels/Shorts/Stories]?”
  • “Is [platform/format] still relevant in 2026?”
  • “How has the [LinkedIn/TikTok/Instagram] algorithm changed?”
  • “What content format works best on [platform]?”

Required Searches

  1. Search: "social media marketing trends 2026"
  2. Search: "[LinkedIn/TikTok/Instagram] algorithm 2026"
  3. Search: "[platform] best practices January 2026"
  4. Search: "social media engagement trends 2026"

What to Report

After searching, provide:

  • Current landscape: What platforms/formats work NOW
  • Emerging trends: New features or platforms gaining traction
  • Deprecated/declining: Strategies or formats losing effectiveness
  • Recommendation: Based on fresh data, not just static knowledge

Example Topics (verify with fresh search)

  • Platform algorithm changes (LinkedIn, TikTok, Instagram, X)
  • New content formats (Threads, Notes, Shorts features)
  • Creator economy trends and monetization
  • AI content creation tools for social
  • Community features and engagement patterns
  • Cross-platform posting best practices

Anti-Patterns

Anti-Pattern Why It Fails Instead
Post and ghost No feedback loop; weak trust Set a response SLA and seed discussion
Same content everywhere Ignores platform culture Adapt format and tone per platform
Chasing followers Vanity metric, often wrong audience Focus on engagement rate, conversions
Inconsistent posting Breaks continuity and learnings Batch content, reuse templates, schedule
All promotional Audience tunes out Make promotion the minority; lead with value
Ignoring analytics Can’t improve what you don’t measure Weekly metric review, monthly deep dive
Copying competitors No differentiation, always behind Study competitors, create unique angle
Buying engagement Platform detection, fake audience Build organic, slower but real
No conversion path Social activity without business results Clear CTA, tracked links, landing pages
Platform dependency Distribution risk Build owned channels (email, community) and retargeting
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