--- name: social-media-strategy description: 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, managing communities, running paid social ads, or analyzing social performance. Triggers on phrases like "social media strategy", "social media marketing", "community management", "paid social", "social advertising", "influencer marketing", "social content", "social calendar", "social analytics", "LinkedIn marketing", "Twitter strategy", "Instagram marketing", "Facebook ads", "social listening", "social engagement", "hashtag strategy", "social proof". --- # 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 ═══════════════════════════════════════ Platform Assessment: ═══════════════════════════════════════ 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: ═══════════════════════════════════════ B2B SaaS (Recommended): ═══════════════════════════════════════ 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): ═══════════════════════════════════════ 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: ═══════════════════════════════════════ 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 ═══════════════════════════════════════ Weekly Template (B2B SaaS): ═══════════════════════════════════════ 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: ═══════════════════════════════════════ 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: ═══════════════════════════════════════ → 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 ═══════════════════════════════════════ Response SLAs: ═══════════════════════════════════════ 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: ═══════════════════════════════════════ → 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: ═══════════════════════════════════════ → 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 ═══════════════════════════════════════ Campaign Objectives: ═══════════════════════════════════════ 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: ═══════════════════════════════════════ 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): ═══════════════════════════════════════ 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 ═══════════════════════════════════════ Key Metrics by Platform: ═══════════════════════════════════════ 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: ═══════════════════════════════════════ Overall (Last 30 Days): ═══════════════════════════════════════ 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: ═══════════════════════════════════════ 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 ═══════════════════════════════════════ 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 ```