Social Media Strategy

---
name: social-media-strategy
description: >-
  Build and execute social media strategy for B2B — LinkedIn, X/Twitter, posting
  cadence, engagement tactics, content formats, sizing guides, and platform-specific
  best practices. Use when building social presence, planning content, or optimizing
  engagement. Triggers on: "social media", "LinkedIn strategy", "Twitter strategy",
  "X strategy", "posting guide", "social content", "engagement", "content calendar",
  "image sizes", "social graphics", or any social media planning request.
license: MIT
compatibility: Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Jesse, Windsurf, Zed
metadata:
  version: "1.1.0"
  author: LeadMagic
  category: creative
  tags: [social-media, linkedin, twitter, x, content, engagement]
  related_skills: [linkedin-algorithm, linkedin-live-strategy, founder-brand, social-selling, content-distribution]
  frameworks: [Charlie Hills Social Media, Brendan Gahan Creator Economy, "Richard van der Blom (Just Connecting) — LinkedIn Algorithm Insights Report", "Jessie Lizak (Reveting) — LinkedIn Live & livestream content engine"]
---

# Social Media Strategy

## Overview
Social media for B2B is not about going viral — it's about being the first
person your ICP thinks of when they have a problem. Every post should build
trust, demonstrate expertise, or start a conversation. This skill covers
platform-specific strategy, content formats, sizing guides, and engagement
tactics for LinkedIn (primary B2B channel) and X/Twitter (secondary).

## When to Use
- "Build a social media strategy"
- "Plan LinkedIn content"
- "What should I post?"
- "Social media image sizes"
- "Increase engagement on LinkedIn"
- "Content calendar for social"

## Authoritative Foundations
- **Charlie Hills** — social media strategy frameworks for B2B. Multi-channel
  content distribution. Personal brand as growth lever.
- **Brendan Gahan** — creator economy and social engagement. Community over
  audience.
- **Richard van der Blom (Just Connecting) — Algorithm Insights Report** —
  rewards: dwell time + completion rate, comment threads (especially author
  replies), saves, native documents (carousels). Punishes: external links in
  post body, hashtag stuffing (posts without hashtags now outperform by
  5-10%), 5+ person tags, over-posting (>1/day), AI-sounding text. Full data
  and format rankings → `linkedin-algorithm`.
- **Jessie Lizak (Reveting)** — weekly LinkedIn Live as anchor content; repurpose
  into clips, carousels, and feed posts. → `linkedin-live-strategy`.

## Step-by-Step Process
### Phase 1: Platform Selection
| Platform | Best For | Post Cadence | Content Types |
|---|---|---|---|
| **LinkedIn** | B2B thought leadership, trust-building | 3-5x/week | Text posts, carousels, polls, video |
| **X/Twitter** | Real-time commentary, community | 1-3x/day | Threads, short posts, replies |
| **YouTube** | Long-form education, demos | 1-2x/week | Tutorials, interviews, case studies |
| **TikTok/Reels** | Brand awareness, younger audience | 3-5x/week | Short-form video, trends |

### Phase 2: LinkedIn Content Strategy
Content mix: 40% insights from your work, 30% reactions to industry news,
20% personal stories/lessons, 10% promotion. Never: 100% company content.
Best formats per van der Blom's 2026 data: document carousels (top reach
~1.39x and engagement ~6.6%), image + text (volume workhorse), short sharp
text posts (under 600 characters trending up). See `linkedin-algorithm` for
the full ranking.

Posting time: Tuesday-Thursday, 8-10am or 12-1pm local time. Test what
works for your audience.

### Phase 3: Social Media Sizing Guide
**LinkedIn:**
- Profile photo: 400x400px
- Banner: 1584x396px
- Post image: 1200x627px (single), 1080x1080px (square)
- Carousel document: 1080x1080px per slide
- Video: 1080p, under 10 min

**X/Twitter:**
- Profile photo: 400x400px
- Header: 1500x500px
- In-stream image: 1200x675px (16:9)
- Video: 1080p, under 2:20

### Phase 4: Engagement Tactics
Comment on 5-10 ICP-relevant posts before posting your own. Reply to every
comment within 1 hour. DM people who engage consistently. Build relationships
in DMs, not just public posts.

## Output Format
Social media strategy with platform mix, content calendar (weekly), sizing
cheat sheet, engagement playbook, and 30-day posting plan.


## Quality Check

Before delivering, verify:
- [ ] All required sections are complete
- [ ] Output matches the user's stated need
- [ ] Named frameworks are cited for key recommendations
- [ ] No vague claims — every recommendation has a specific action
- [ ] Deliverable is ready for operational use, not just conceptual

## Common Pitfalls
1. **Company page as primary** — people follow people, not companies. Founder
   and employee profiles outperform company pages 10:1.
2. **Links in LinkedIn posts** — algorithm severely deprioritizes external
   links. Put links in comments or "link in bio."
3. **Inconsistent posting** — posting 5x one week then nothing for 3 weeks
   kills momentum. Consistency > frequency.
4. **Broadcasting, not engaging** — posting without commenting on others'
   content is talking to an empty room.

## Implementation Depth

Use this section when the user asks for a finished asset, not a high-level explanation.

### Diagnostic Questions

1. What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
2. Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
3. What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
4. What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
5. What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?

### Framework Application

Map the recommendation explicitly to the named frameworks in this skill:

- Charlie Hills Social Media: apply only the part that directly improves the requested deliverable.
- Brendan Gahan Creator Economy: apply only the part that directly improves the requested deliverable.
- Richard van der Blom — Algorithm Insights Report: apply only the part that directly improves the requested deliverable.

### Deliverable Standard

A strong output from this skill includes:

- A crisp diagnosis of the current situation
- A recommended path with tradeoffs, not a generic list
- A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan
- A measurement plan with leading and lagging indicators
- Risks and edge cases called out before execution

### Adaptation Rules

- For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.
- For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.
- For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.


## Execution Artifacts

- `references/framework-notes.md` — Named frameworks and reference tables
- `templates/output-template.md` — Deliverable shell for agent output
- `scripts/check-output.py` — Lightweight deliverable validator

## Related Skills
- **linkedin-algorithm**: LinkedIn reach mechanics (van der Blom report data)
- **founder-brand**: Personal brand strategy for founders (Adam Robinson playbook)
- **social-selling**: LinkedIn for prospecting and sales
- **copywriting**: Social media copy frameworks
- **graphic-design-gtm**: Visual asset creation for social