Marketing AI Skill

Social Media Strategy

Develop and execute social media strategy including platform selection, content creation, community management, paid social advertising, influencer partnerships, and social media analytics. Use when planning social media campaigns, creating social content,...

Social Media Strategy

Develop and execute social media strategy including platform selection, content creation, community management, paid social, and analytics.

Workflow

1. Platform Strategy

SOCIAL MEDIA PLATFORM SELECTION
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Platform Assessment:
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Platform        Audience           Content Type       Effort    ROI for B2B    ROI for B2C
─────────────────────────────────────────────────────────────────────────────────────
LinkedIn        Professionals      Thought leadership  MEDIUM   HIGH           MEDIUM
Twitter/X       General, tech      News, commentary    MEDIUM   MEDIUM         MEDIUM
Instagram       Visual, lifestyle  Photos, reels, stories HIGH   LOW          HIGH
Facebook        General            Posts, ads, groups  MEDIUM   LOW            HIGH
YouTube         All ages           Video, tutorials    HIGH     MEDIUM         HIGH
TikTok          Gen Z, young       Short video, trends HIGH     LOW           HIGH
Pinterest       DIY, lifestyle     Pins, boards        LOW      LOW            MEDIUM
Reddit          Niche communities  Discussion, AMAs    LOW      MEDIUM         MEDIUM

PLATFORM STRATEGY BY BUSINESS TYPE:
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B2B SaaS (Recommended):
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  Primary: LinkedIn (thought leadership, company page, employee advocacy)
  Secondary: Twitter/X (product updates, customer engagement, industry news)
  Tertiary: YouTube (product demos, tutorials, webinars)
  Emerging: Reddit (community building, AMAs in relevant subreddits)

B2C E-commerce (Recommended):
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  Primary: Instagram (product photos, reels, stories, shopping)
  Secondary: TikTok (product demos, trends, user-generated content)
  Tertiary: Facebook (ads, community groups, retargeting)
  Emerging: Pinterest (visual discovery, product boards)

CONTENT MIX PER PLATFORM:
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LinkedIn:
  → 40% Thought leadership (industry insights, opinion)
  → 25% Company culture (team, behind-the-scenes)
  → 20% Product updates (features, announcements)
  → 10% Customer stories (case studies, testimonials)
  → 5% Job postings (hiring, career opportunities)

Twitter/X:
  → 30% Industry news commentary
  → 25% Product updates and announcements
  → 20% Customer engagement (replies, retweets)
  → 15% Threads (educational, storytelling)
  → 10% Humorous/personality posts

Instagram:
  → 35% Product showcase (high-quality photos)
  → 25% User-generated content (reposts, testimonials)
  → 20% Behind-the-scenes (team, process)
  → 15% Educational (tips, how-tos, infographics)
  → 5% Promotional (offers, launches)

2. Content Calendar

SOCIAL MEDIA CONTENT CALENDAR
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Weekly Template (B2B SaaS):
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Day         LinkedIn                  Twitter/X              YouTube
───────────────────────────────────────────────────────────────────────────────
Monday      Industry insight post     Thread: Weekly tips    —
Tuesday     Employee spotlight        Product update          Tutorial video
Wednesday   Customer story/case       Industry news take      —
Thursday    Thought leadership        Engagement (poll/AMA)   Webinar replay
Friday      Company culture           Retweet customer        —
Saturday    —                         Light content          —
Sunday      Job post                  Community engagement   —

CONTENT CREATION WORKFLOW:
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  1. Monthly planning: Content themes, campaigns, holidays
  2. Weekly batching: Create content for entire week
  3. Daily scheduling: Queue posts in scheduling tool
  4. Real-time: Trending topics, breaking news, engagement
  5. Weekly review: Performance analysis, adjustments

CONTENT FORMATS:
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  → Text posts: Industry insights, commentary, opinion
  → Images: Infographics, charts, team photos
  → Videos: Tutorials, demos, testimonials (short-form)
  → Carousels: Multi-slide educational content
  → Polls: Engagement, research, opinion
  → Threads: Deep-dive educational content (Twitter/LinkedIn)
  → Stories: Behind-the-scenes, quick updates, Q&A
  → Live: Webinars, AMAs, product launches

3. Community Management

COMMUNITY MANAGEMENT
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Response SLAs:
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  Type                    Response Time      Escalation           Owner
  ────────────────────────────────────────────────────────────────────────────────
  General comment         < 2 hours          Community manager    Community team
  Question                < 1 hour           Community manager    Community team
  Complaint               < 30 minutes       Social manager       Support + Social
  Negative viral          < 15 minutes       Social + PR lead     Executive team
  Spam/abuse              Immediate          Auto + manual        Community team
  DM (general)            < 4 hours          Community manager    Community team
  DM (support issue)      < 1 hour           Support escalation   Support team

ENGAGEMENT STRATEGY:
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  → Respond to ALL comments (build relationship)
  → Thank positive mentions
  → Address negative feedback professionally (public → private)
  → Share user-generated content (with permission)
  → Engage with industry peers (retweet, comment)
  → Participate in relevant conversations (hashtags, trends)
  → Host regular Q&A sessions (weekly/monthly)

CRISIS MANAGEMENT:
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  → Monitor: Social listening tool (Brandwatch, Sprout Social)
  → Detect: Spike in negative mentions, viral complaint
  → Assess: Severity, scope, potential impact
  → Respond: Acknowledge, apologize (if applicable), provide timeline
  → Resolve: Follow up, update publicly, learn
  → Post-mortem: Root cause, prevention, update playbook

4. Paid Social Advertising

PAID SOCIAL STRATEGY
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Campaign Objectives:
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Objective           Platform           Target            Metric            Budget
───────────────────────────────────────────────────────────────────────────────
Brand awareness     All                Broad audience    Reach, impressions  30%
Lead generation     LinkedIn           ICP audience      CPL, MQLs         35%
Retargeting         All                Website visitors  CTR, conversion    20%
Product launch      All                Lookalike         Engagement, sales   15%

LINKEDIN ADS:
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  Ad Types:
    → Single image: Thought leadership, company news
    → Video: Product demo, customer story
    → Carousel: Multi-step educational content
    → Sponsored InMail: Direct outreach (personalized)
    → Text ad: Simple, cost-effective

  Targeting:
    → Job title: VP+, Director, Manager
    → Industry: SaaS, FinTech, Healthcare
    → Company size: 200-2,000 employees
    → Geography: NA, Western Europe
    → Interest: Related topics, competitors

  Budget: $15,000/month
  CPC: $8-15 (LinkedIn average)
  CPL: $50-150 (B2B average)

META ADS (Facebook/Instagram):
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  Funnel Approach:
    → Top: Broad audience, video ads (awareness)
    → Middle: Retargeting, carousel ads (consideration)
    → Bottom: Lookalike, collection ads (conversion)

  Budget: $5,000/month
  CPC: $0.50-2.00
  CPM: $5-15

5. Social Media Analytics

SOCIAL MEDIA ANALYTICS
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Key Metrics by Platform:
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Platform        Vanity Metrics        Performance Metrics      Business Metrics
────────────────────────────────────────────────────────────────────────────────
LinkedIn        Followers             Engagement rate, clicks   Leads, MQLs
Twitter         Followers             Impressions, retweets     Clicks, mentions
Instagram       Followers             Engagement rate, saves    Profile visits, clicks
Facebook        Page likes            Reach, engagement         Leads, conversions
YouTube         Subscribers           Watch time, CTR           Views, conversions

REPORTING DASHBOARD:
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  Overall (Last 30 Days):
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  Platform        Followers   Growth    Posts   Engagement   Reach      Leads
  ─────────────────────────────────────────────────────────────────────────────────────
  LinkedIn        25,000      +8%       45      4.2%         180,000    145
  Twitter/X       12,000      +5%       90      2.1%         320,000    45
  YouTube         8,500       +12%      8       6.5%         85,000     30
  Instagram       5,200       +15%      30      5.8%         120,000    20
  Facebook        3,800       +2%       15      1.5%         45,000     10

  Total followers: 54,500 (↑ 8.2% MoM)
  Total engagement: 3.9% (industry avg: 2.5%) ✓
  Total leads: 250 (cost per lead: $80)
  Total reach: 750,000 (↑ 15% MoM)

TOP PERFORMING CONTENT:
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  Rank  Platform    Content Type        Engagement    Reach     Leads
  ────────────────────────────────────────────────────────────────────────────
  1     LinkedIn    Thought leadership  2,340 likes   45,000    28
  2     YouTube     Product demo        1,890 views   35,000    15
  3     Twitter     Thread (educational) 1,560 RTs     85,000    12
  4     Instagram   Behind-the-scenes   1,230 likes   25,000    5
  5     LinkedIn    Customer story      980 likes     30,000    18

Edge Cases

Crisis management: Negative viral posts, PR issues
Multi-brand: Separate voices, coordinated strategy
Global: Multi-language, cultural sensitivity
Regulated: Compliance-approved social content
Employee advocacy: Guidelines, training, tools

Integration Points

Management: Hootsuite, Sprout Social, Buffer, Later
Listening: Brandwatch, Mention, Talkwalker
Analytics: Native platform analytics, GA4, Sprout Social
Design: Canva, Adobe Creative Cloud, Figma
Ads: LinkedIn Campaign Manager, Meta Ads Manager
CRM: Salesforce, HubSpot (lead tracking)

Output

Social Media Status

SOCIAL MEDIA — Q4 2024
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Total followers: 54,500 (↑ 8.2% MoM)
Monthly posts: 188 (across all platforms)
Engagement rate: 3.9% (industry avg: 2.5%) ✓
Monthly leads: 250 (cost per lead: $80)
Top platform: LinkedIn (58% of leads)
Paid social budget: $20,000/month (ROI: 3.5x)
Community response: <2 hours avg (SLA: <4 hours) ✓
Next priority: Launch YouTube tutorial series, increase LinkedIn employee advocacy