Social Media Management
Create, optimize, analyze, and repurpose social media content across all platforms.
Before Creating Content
Check for product marketing context first:
If .claude/product-marketing-context.md exists, read it before asking questions.
Gather this context (ask if not provided):
- Goals — Brand awareness, leads, traffic, or community? Personal brand, company brand, or both?
- Audience — Who to reach? What platforms? What content engages them?
- Brand Voice — Tone (professional, casual, witty, authoritative)? Topics to avoid?
- Resources — Time available? Existing content to repurpose? Video capability?
Platform Quick Reference
| Platform |
Best For |
Frequency |
Key Format |
| LinkedIn |
B2B, thought leadership |
3–5x/week |
Carousels, text posts |
| 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, Gen Z/Millennial |
1–4x/day |
Short-form video |
| Facebook |
Communities, local businesses |
1–2x/day |
Groups, native video |
| Pinterest |
Lifestyle, e-commerce |
3–5x/day |
Vertical pins |
| YouTube |
Education, tutorials |
1–2x/week |
Long-form + Shorts |
Platform Specifications (Graphics)
| Platform |
Format |
Dimensions |
| Instagram Feed |
Square / Portrait |
1080×1080 / 1080×1350 |
| Instagram Story/Reel |
Vertical |
1080×1920 |
| LinkedIn Feed |
Landscape |
1200×627 |
| LinkedIn Document |
Portrait |
1200×1500 |
| Twitter/X Image |
Landscape |
1200×675 |
| TikTok/YouTube Shorts |
Vertical |
1080×1920 |
| YouTube Thumbnail |
Landscape |
1280×720 |
| Pinterest Pin |
Portrait |
1000×1500 |
Content Pillars Framework
Build content around 3–5 pillars aligned with expertise and audience interests.
Example for a SaaS Founder
| Pillar |
% of Content |
Topics |
| 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 |
Hook Formulas
The first line determines whether anyone reads the rest.
Curiosity Hooks
- "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 Hooks
- "Last week, [unexpected thing] happened."
- "I almost [big mistake/failure]."
- "3 years ago, I [past state]. Today, [current state]."
Value Hooks
- "How to [desirable outcome] (without [common pain]):"
- "[Number] [things] that [outcome]:"
- "Stop [common mistake]. Do this instead:"
Contrarian Hooks
- "Unpopular opinion: [bold statement]"
- "[Common advice] is wrong. Here's why:"
- "I stopped [common practice] and [positive result]."
Platform-Specific Content Guidelines
LinkedIn
Format:
- 1,300 character limit (show more after ~210 chars)
- First line is crucial — make it hook
- Use line breaks for readability
- 3–5 hashtags at the end
Structure:
[Hook — 1 compelling line]
[Context — why this matters]
[Main insight — 2–3 short paragraphs]
[Call to action or question]
#hashtag1 #hashtag2 #hashtag3
Twitter/X
Format:
- 280 character limit per tweet
- Threads for longer content (use 1/🧵 format)
- No more than 2 hashtags per tweet
Thread Structure:
1/🧵 [Hook — the main insight]
2/ [Supporting point 1]
3/ [Supporting point 2]
4/ [Example or evidence]
5/ [Conclusion + CTA]
Instagram
Caption format:
- First line must hook (visible before "...more")
- 125–150 words ideal
- Line breaks and emojis strategically
- 10–20 relevant hashtags (in first comment or end of caption)
- Clear call-to-action
TikTok
Content format:
- Hook in first 3 seconds (mandatory)
- 30–60 second script for most content
- Bold text overlays for key points
- Trending audio suggestions
- Hashtag strategy (3–5 relevant tags including #FYP)
Content Repurposing System
Blog Post → Social Content
| Platform |
Format |
| LinkedIn |
Key insight post + link in comments |
| LinkedIn |
Carousel of main points |
| Twitter/X |
Thread of key takeaways |
| Instagram |
Carousel with visuals |
| Instagram |
Reel summarizing the post |
| TikTok |
Short video with key insight |
Repurposing Workflow
- Create pillar content (blog, video, podcast)
- Extract key insights (3–5 per piece)
- Adapt to each platform (format and tone)
- Schedule across the week (spread distribution)
- Update and reshare (evergreen content can repeat)
Repurposing Output Format
# Content Repurposing: [Original Title]
## Source Summary
**Original Format**: [Blog post/Article/Video]
**Key Message**: [One sentence]
**Target Audience**: [Description]
---
## Twitter/X Thread
**Tweet 1/N** (Hook)
[Attention-grabbing opening — under 280 chars]
**Tweet 2/N**
[First key point]
[Continue...]
**Tweet N/N**
[Summary and CTA]
---
## LinkedIn Post
[Hook paragraph]
[Main content with strategic line breaks]
Key takeaways:
• [Point 1]
• [Point 2]
• [Point 3]
[Closing thought or question]
**Hashtags**: #Industry #Topic #Relevant
---
## Instagram Caption
[Strong hook line]
[Concise main message — 3–4 short paragraphs with emojis]
[Call to action]
#hashtag1 #hashtag2 ... (10–20 relevant)
**Visual Suggestion**: [Description of ideal image/carousel]
---
## TikTok Script
**Hook (0–3 sec)**: [Attention grabber]
**Main Content (3–45 sec)**: [Key points quickly]
**CTA (45–60 sec)**: [Call to action]
**On-Screen Text Ideas**:
- [Text 1]
- [Text 2]
**Audio Suggestion**: [Trending sound or style]
---
## Analytics Recommendations
- Best posting times: [Platform-specific]
- Engagement tactics: [Specific strategies per platform]
- A/B testing ideas: [Variations to test]
Content Calendar Structure
Weekly Planning Template
| Day |
LinkedIn |
Twitter/X |
Instagram |
| Mon |
Industry insight |
Thread |
Carousel |
| Tue |
Behind-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 content pillar topics
- Write 5 LinkedIn posts
- Write 3 Twitter threads + daily tweets
- Create Instagram carousel + Reel ideas
- Schedule everything
- Leave room for real-time engagement
Schedule vs. Post Live
Schedule: Core content posts, threads, carousels, evergreen content
Post live: Real-time commentary, responses to news/trends, engagement with others
Social Graphics & Visual Content
Design Methodology
Social graphics have three layers:
- Platform Optimization — Size, format, and best practices
- Visual Design — Eye-catching composition and colors
- Message Integration — Text, CTA, and messaging
Design Elements
Color Palette: Primary colors for main elements, secondary for accents, high contrast for readability.
Typography: Bold, readable fonts; clear hierarchy (headline → subheading → body); 2–3 fonts max.
Composition: Rule of thirds, clear focal point, negative space for breathing room.
See references/image-prompt-templates.md for platform-specific AI image generation prompts.
Social Image Best Practices
- Bold, simple compositions — one clear focal point
- High contrast — stands out when scrolling
- No small text — too small to read at thumbnail size
- Square or 4:5 ratio — works across platforms
- Text-safe zones — leave space for platform UI elements
AI-Powered Content Generation
Use AI tools for scalable content creation across platforms:
Video Content (TikTok/Reels/Shorts)
Generate short-form video content with AI video tools. Focus on trending styles, vertical 9:16 format, and platform-specific aesthetics. Examples: POV walking scenes, trending transitions, before/after transformations, educational breakdowns with text overlays.
Image Generation
Create platform-optimized images using AI image generators. Match each platform's preferred dimensions and aesthetic:
- Instagram: Minimalist, lifestyle, high-quality photography
- Twitter/X: Bold, high-contrast designs with clear messaging
- LinkedIn: Professional, corporate, authoritative imagery
- Pinterest: Vertical, inspiring, lifestyle-focused pins
- TikTok/Reels: Trendy, energetic, authentic-feeling visuals
Caption & Hook Generation
Use AI writing assistants to draft engaging captions. Structure:
- Hook line — Curiosity, story, or value statement (first 1–2 lines)
- Value/story — Main message or narrative (2–4 sentences)
- CTA — Clear call-to-action (question, link, or engagement request)
- Hashtags — Relevant, platform-specific tags (3–20 depending on platform)
Batch Content Creation
Plan a week of content in advance:
- Define 3–5 content topics aligned with your pillars
- Generate assets for each topic (video, image, caption)
- Schedule across platforms for consistent posting
- Leave room for real-time engagement and trending topics
Example workflow: Pick topics (morning routine, productivity tips, workspace tour), generate visuals and captions for each, then schedule 1–2 posts per day across your platforms.
Engagement Strategy
Daily Routine (30 min)
- Respond to all comments on your posts (5 min)
- Comment 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 just "Great post!"
- Share a related experience
- Ask a thoughtful follow-up question
- Respectfully disagree with nuance
Building Relationships
- Identify 20–50 accounts in your space
- Consistently engage with their content
- Share their content with credit
- Eventually collaborate (podcasts, co-created content)
Analytics & Performance Analysis
Metrics That Matter
| Category |
Metrics |
| Awareness |
Impressions, Reach, Follower growth rate |
| Engagement |
Engagement rate, Comments, Shares, Saves |
| Conversion |
Link clicks, Profile visits, DMs, Leads |
| ROI |
Cost per engagement, Cost per click, ROAS |
Engagement Rate Formula
Engagement Rate = (Likes + Comments + Shares + Saves) / Reach × 100
Multi-Platform Analysis
Input requirements:
- Platform metrics: Likes, comments, shares, saves, clicks
- Reach data: Impressions, unique reach, follower growth
- Cost data: Ad spend, budget (for ROI)
- Content details: Post type, posting time, hashtags
- Time period: Date range for analysis
Output:
- Performance dashboard: Key metrics with trends
- Best/worst performing posts with analysis
- ROI breakdown: Cost efficiency metrics
- Audience insights: Demographics and behavior
- Recommendations: Data-driven optimization suggestions
Weekly Review Checklist
- Top 3 performing posts (why did they work?)
- Bottom 3 posts (what can you learn?)
- Follower growth trend
- Engagement rate trend
- Best posting times (from data)
Optimization Actions
If engagement is low:
- Test new hooks
- Post at different times
- Try different formats (video vs. image vs. text)
- Increase engagement with others' content
If reach is declining:
- Avoid external links in post body
- Increase posting frequency
- Engage more in comments
- Test video/visual content
Reverse Engineering Viral Content
- Find creators — 10–20 accounts with high engagement in your niche
- Collect data — 500+ posts for pattern analysis
- Analyze patterns — Hooks, formats, CTAs that perform
- Codify playbook — Document repeatable patterns
- Layer your voice — Apply patterns with authenticity
- Convert — Bridge attention to business results
Platform-Specific Tips
TikTok: Fast cuts, trending sounds, text overlays, hook in first 3 seconds, authentic feel
Instagram: High visual quality, carousel for engagement, consistent aesthetic, Reels for reach
YouTube Shorts: Clear value proposition, subscribe CTAs, repurpose longer content
Twitter/X: Single striking image, threads for depth, controversial hooks, minimal hashtags
LinkedIn: Professional but personal, carousels for high engagement, share experiences
Pinterest: Vertical content (1000×1500), inspiring imagery, SEO-optimized descriptions
Common Pitfalls
- Wrong dimensions — Use platform-specific sizes
- Poor contrast — Ensure text is readable
- Cluttered design — Keep design clean and focused
- Weak CTA — Make action clear and compelling
- Inconsistent branding — Maintain brand identity across platforms
- Ignoring analytics — Review performance weekly
- No repurposing system — Maximum leverage from every piece of content
- Over-promoting — Keep promotional content to ~5% of total
Quality Checklist
Before finishing any deliverable:
