Social Media

---
name: social-media
id: doddle.marketing.social-media
version: 1.5.1
blueprint: ./blueprint.yaml
description: Social media strategy, content creation, and platform optimization. Use when creating social content, developing engagement strategies, optimizing for platform algorithms, or building community.
---

# Social Media

Social media strategy, content creation, and community building across platforms.

Executable via `blueprint.yaml` (DoddleOS graph). See Inputs/Outputs below.

## Language & Quality Standards

**CRITICAL**: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.

**Standards**: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.

---

## When to Use This Skill

Apply social media expertise when:
- Creating social content strategies
- Developing platform-specific content
- Optimizing for platform algorithms
- Building engagement and community
- Planning social media calendars
- Analyzing social performance

## Core Concepts

### Platform Selection Matrix

| Platform | Best For | Primary Audience | Content Type | B2B/B2C |
|----------|----------|------------------|--------------|---------|
| LinkedIn | Professional, B2B | Decision makers, 25-54 | Long-form, documents, carousel | B2B |
| Twitter/X | News, tech, thought leadership | Early adopters, industry | Short-form, threads | Both |
| Instagram | Visual brands, lifestyle | Millennials, Gen Z | Reels, carousels, Stories | B2C |
| TikTok | Entertainment, trends | Gen Z, younger millennials | Short video, trends | B2C |
| Facebook | Local, community, groups | Broad, 35-65+ | Video, groups, events | Both |
| YouTube | Education, how-to, long-form | All ages | Long-form video | Both |

### Content Pillar Strategy

**The 4 Content Pillars**:
| Pillar | Purpose | Ratio | Examples |
|--------|---------|-------|----------|
| Educational | Build trust, authority | 40% | Tips, how-tos, industry insights |
| Entertaining | Build engagement, reach | 30% | Humor, trends, behind-scenes |
| Inspirational | Build connection, emotion | 20% | Stories, motivation, culture |
| Promotional | Drive action, revenue | 10% | Offers, product, CTAs |

### Platform Algorithm Factors

**LinkedIn Algorithm**:
- Dwell time (time spent reading)
- Comments > Shares > Reactions
- First hour engagement critical
- Native content preferred
- No outbound links in body (put in comments)

**Instagram Algorithm**:
- Relationship (DMs, comments, story replies)
- Interest (based on past behavior)
- Timeliness (recent posts prioritized)
- Reels heavily promoted
- Story engagement matters

**TikTok Algorithm**:
- Watch time / completion rate
- Shares > Comments > Likes
- Video information (captions, hashtags)
- Device and account settings
- Trending sounds boost reach

**Twitter/X Algorithm**:
- Engagement velocity (first 30 min)
- Replies and conversations
- Media (images, video) preferred
- Threads for depth
- Profile authority matters

### Platform Algorithm Deep-Dive

**LinkedIn Algorithm Signals (2024+):**
| Signal | Weight | Optimization |
|--------|--------|--------------|
| Dwell Time | High | Long-form content, hooks |
| Comments | High | Ask questions, respond |
| Shares | Medium | Create shareable insights |
| Reactions | Medium | Emotional content |
| Profile Views | Medium | Authority building |
| Connection Strength | Medium | Engage with connections |

**LinkedIn Content Strategy:**
- Post 3-5x per week
- Use document/carousel posts for dwell time
- Avoid outbound links in post body
- Comment on others' posts (10 min/day)
- Build employee advocacy program

**Instagram Algorithm Signals (2024+):**
| Signal | Weight | Optimization |
|--------|--------|--------------|
| Relationship | High | DMs, story replies |
| Interest | High | Content matching behavior |
| Timeliness | High | Post when audience is active |
| Reels | High | Short-form video priority |
| Saves | High | Save-worthy content |
| Shares | High | Shareable, relatable content |

**Instagram Content Strategy:**
- Post Reels daily (3-7x/week)
- Use Stories for engagement (polls, questions)
- Carousel posts for education
- Hashtags: 3-5 relevant, not banned
- Engage with similar accounts daily

**TikTok Algorithm Signals (2024+):**
| Signal | Weight | Optimization |
|--------|--------|--------------|
| Watch Time | Very High | Hook, pacing, loop |
| Completion Rate | Very High | Under 60s, tight editing |
| Shares | High | Relatable, useful |
| Comments | High | Controversial, engaging |
| Trending Sounds | High | Use trending audio |
| Hashtags | Medium | Relevant, trending |

**TikTok Content Strategy:**
- Post 1-3x daily
- Hook in first 0.5 seconds
- Use trending sounds immediately
- Create "watch again" loops
- Duet/stitch popular content

**Facebook Algorithm Signals (2024+):**
| Signal | Weight | Optimization |
|--------|--------|--------------|
| Comments | High | Discussion-worthy content |
| Shares | High | Shareable content |
| Reactions | Medium | Emotional content |
| Group Activity | High | Community engagement |
| Video Watch Time | High | Long-form video |

**YouTube Algorithm Signals (2024+):**
| Signal | Weight | Optimization |
|--------|--------|--------------|
| Watch Time | Very High | Engaging content |
| Click-Through Rate | Very High | Thumbnails, titles |
| Session Time | High | Playlists, end screens |
| Subscriber Conversion | High | Clear value proposition |
| Engagement | Medium | Comments, likes |

### Optimal Posting Times

| Platform | Best Days | Best Times (local) | Frequency |
|----------|-----------|-------------------|-----------|
| LinkedIn | Tue-Thu | 8-10am, 12pm | 1-2/day |
| Instagram | Mon-Fri | 11am, 2pm, 7pm | 1-2/day + Stories |
| TikTok | Tue-Thu | 7-9pm | 1-3/day |
| Twitter/X | Wed-Fri | 9am, 12pm, 5pm | 3-5/day |
| Facebook | Wed-Fri | 1-4pm | 1-2/day |

### Engagement Tactics

**Proactive Engagement**:
- Respond to comments within 1 hour
- Ask questions in posts
- Use polls and interactive features
- Tag relevant accounts
- Join conversations in niche

**Community Building**:
- Create exclusive groups
- Feature user-generated content
- Host live sessions
- Run challenges/contests
- Spotlight community members

### Content Format Optimization

**Carousel Best Practices**:
- Hook on slide 1 (problem/question)
- Value in slides 2-8
- CTA on final slide
- Consistent design
- Save-worthy information

**Video Best Practices**:
- Hook in first 3 seconds
- Captions always (80% watch muted)
- Vertical for mobile
- Under 60s for most platforms
- Strong ending/CTA

**Text Post Best Practices**:
- Strong first line (hook)
- White space for readability
- Bullets and formatting
- Single CTA
- Hashtags strategically placed

## Best Practices

### Content Excellence
1. **Platform-Native**: Adapt format per platform
2. **Consistency**: Regular posting schedule
3. **Value-First**: Give before you ask
4. **Authenticity**: Real voice, real stories

### Engagement Excellence
1. **Respond Fast**: Speed shows you care
2. **Be Human**: Personality over perfection
3. **Encourage Conversation**: Ask, don't just broadcast
4. **Celebrate Community**: UGC and recognition

### Growth Excellence
1. **Collaboration**: Partner with others in niche
2. **Trends**: Participate when relevant
3. **Cross-Promotion**: Leverage other channels
4. **Paid Boost**: Amplify best organic content

## Agent Integration

| Agent | How They Use This Skill |
|-------|------------------------|
| `copywriter` | Social copy creation |
| `brainstormer` | Campaign ideation |
| `planner` | Social calendar planning |
| `continuity-specialist` | Community engagement strategy |

## Anti-Patterns to Avoid

| Anti-Pattern | Why It's Wrong | Do This Instead |
|--------------|----------------|-----------------|
| Same content everywhere | Platforms differ | Adapt per platform |
| Posting and ghosting | Kills engagement | Engage in comments |
| All promotion | No one follows for ads | 90% value, 10% promo |
| Ignoring analytics | Repeating what doesn't work | Analyze and iterate |
| Buying followers | Fake engagement, hurts reach | Grow organically |

## Metrics & Benchmarks

| Metric | Good | Excellent | Calculate |
|--------|------|-----------|-----------|
| Engagement Rate | 1-3% | 3%+ | (Engagements / Followers) × 100 |
| Follower Growth | 2-5%/mo | 5%+/mo | Monthly net new / Total |
| Share Rate | 1-2% | 2%+ | Shares / Reach |
| Save Rate | 2-5% | 5%+ | Saves / Reach |

## Metrics to Track

### Engagement Metrics
| Metric | Definition | Target | Tool |
|--------|------------|--------|------|
| Engagement Rate | Interactions / Followers | 1-3% | Platform analytics |
| Shares/Retweets | Content spread | Growing trend | Platform analytics |
| Saves | High-intent engagement | Growing trend | Platform analytics |
| Comments Quality | Meaningful conversations | >5% of reactions | Manual review |

### Reach Metrics
| Metric | Definition | Target | Tool |
|--------|------------|--------|------|
| Reach | Unique users seeing content | Growing trend | Platform analytics |
| Impressions | Total content views | Growing trend | Platform analytics |
| Follower Growth Rate | New followers per period | >5% monthly | Platform analytics |
| Share of Voice | Your mentions vs. competitors | Growing trend | Social listening |

### Conversion Metrics
| Metric | Definition | Target | Tool |
|--------|------------|--------|------|
| Click-Through Rate | % clicking links | >1% | UTM tracking |
| Landing Page Conversion | Social traffic converting | >2% | Google Analytics |
| Cost per Click (paid) | Paid social traffic cost | <$1 | Ad platform |
| Return on Ad Spend | Revenue / ad spend | >3x | Ad platform + GA |

### Platform-Specific Metrics
| Platform | Key Metric | Target |
|----------|------------|--------|
| LinkedIn | Impressions + Engagement | >2% engagement |
| Twitter/X | Retweets + Replies | Growing |
| Instagram | Saves + Shares | >3% of reach |
| TikTok | Watch Time + Shares | >50% completion |
| YouTube | Watch Time + Subscribers | >50% retention |

---

## Common Mistakes

### Strategy Mistakes
| Mistake | Why It's Wrong | Do This Instead |
|---------|----------------|-----------------|
| Being on every platform | Spreads too thin | Focus on 2-3 where audience is |
| No content pillars | Random, no brand voice | Define 3-5 content themes |
| All promotional content | No engagement, algorithm penalty | Follow 80/20 rule |
| No posting schedule | Inconsistent, low growth | Consistent cadence |

### Content Mistakes
| Mistake | Why It's Wrong | Do This Instead |
|---------|----------------|-----------------|
| Repurposing without adapting | Platform-native matters | Customize for each platform |
| Ignoring trends | Missing viral opportunities | Monitor trends, participate |
| Poor visual quality | Damages brand perception | Invest in quality visuals |
| No captions | 85% watch without sound | Always add captions |

### Engagement Mistakes
| Mistake | Why It's Wrong | Do This Instead |
|---------|----------------|-----------------|
| Broadcasting only | No community building | Respond, engage, converse |
| Ignoring comments | Missed relationship building | Reply to all comments |
| No community management | Reputation risk | Monitor brand mentions |
| Buying followers | Fake engagement, no ROI | Organic growth only |

### Analytics Mistakes
| Mistake | Why It's Wrong | Do This Instead |
|---------|----------------|-----------------|
| Vanity metrics focus | Likes don't equal revenue | Track conversion metrics |
| Not using UTM tags | Can't attribute traffic | Tag all social links |
| No social listening | Missing brand mentions | Monitor conversations |
| Ignoring competitor data | Missing opportunities | Analyze competitor performance |

---

## Related Commands

- `/social/schedule` - Create posting schedule
- `/social/engage` - Develop engagement strategy
- `/social/viral` - Create viral-potential content
- `/content/social` - Platform-specific content

## References

- `references/platform-algorithms.md` - How each algorithm works
- `references/content-formats.md` - Format best practices
- `references/engagement-tactics.md` - Building engagement
- `references/viral-mechanics.md` - What makes content spread

---

## Initial Assessment

Before providing recommendations, understand:

1. **Channel Context**
   - Target platform(s)?
   - Organic, paid, or both?

2. **Goal**
   - Primary conversion (engagement, traffic, leads)?
   - Audience and brand voice?

---

## Inputs Schema

| Input | Type | Required | Description |
|-------|------|----------|-------------|
| brief | string | yes | Campaign brief: goal, audience, key message; ask if missing |
| channel | string | no | Target social channel(s); infer from brief if missing |
| budget | string | no | Paid boost budget if any; organic-only if missing |

---

## Outputs Schema

| Output | Type | Description |
|--------|------|-------------|
| plan | markdown | Channel strategy with pillars, calendar, and engagement playbook |
| assets | json | Machine-readable post assets: copy, hashtags, formats, schedule |

---

## Expected Output Format

### Channel Strategy
[Pillars, cadence, formats per platform]

### Content Calendar
[Post copy, hashtags, CTA, schedule]

### Asset List
[Table: asset | format | channel | CTA]

---

## Common Failure Modes

| Failure | Symptom | Fix |
|---------|---------|-----|
| Broadcasting only | Low engagement | Reply, converse, community-manage |
| Vanity metrics focus | No revenue link | Track conversions, UTM-tag links |
| Inconsistent cadence | Reach decay | Lock calendar, batch-create |

---

## MCP Tool Integration

| Tool ID | When to Use | Data to Pull | Required |
|---------|-------------|--------------|----------|
| doddle.tool.v1.tiktok.trending | Trend/format research | Trending sounds, hashtags | no |
| doddle.tool.v1.crosspost.publish | Multi-platform distribution | Publish receipts | no |
| doddle.tool.v1.ga4.getReport | Social traffic performance | Sessions, conversions | no |

Fallback: if tool unavailable, state data as NOT AVAILABLE per `data-reliability-rules.md`. Never fabricate.

---

## Agent Collaboration

| Agent | When to Collaborate | What They Provide |
|-------|--------------------|--------------------|
| copywriter | Post copy, hooks | Platform-ready copy |
| conversion-optimizer | Profile/link CRO | Bio, link, CTA review |
| seo-specialist | Social SEO, YouTube | Keywords, discoverability |

---

## Related Skills

- **video-marketing**: For social video and Reels/TikTok
- **image**: For social graphics and thumbnails
- **content-strategy**: For editorial planning
- **community-building**: For community management
- **paid-advertising**: For paid social boosts

---

## Questions to Ask

1. Goal, audience, and key message?
2. Target channels + organic vs paid?
3. Current social performance or analytics access?