Social Media

---
name: social-media
description: "Use this skill when the user needs to grow a social media presence, create content for Twitter/X, LinkedIn, or other platforms, build a founder brand, or use social media as a distribution channel. Covers platform strategy, content frameworks, posting cadence, and audience building for bootstrapped SaaS founders."
---

# Social Media & Founder Brand

Social media for a solo founder is not about going viral — it's about building trust, attracting ideal customers, and creating a distribution channel you own. This skill covers sustainable approaches you can maintain in 30 minutes a day.

> **If `ABOUT-ME.md` exists in the project root**, read it before creating any social content. Match the Communication Style section exactly — this IS the founder's voice. Draw post content from Key Stories and Values & Opinions. Social media is the founder speaking as themselves. Don't default to generic "founder voice" when you have a specific one on file.

## Core Principles

- Social media is distribution, not the product. It exists to send people to your app, not replace it.
- Consistency beats virality. Posting 5x/week for 6 months beats one viral post.
- Pick ONE platform. Master it before adding another. You don't have time for all of them.
- Your founder story is your unfair advantage. No competitor can copy your journey.
- Give value first, ask later. 80% valuable content, 20% product mentions.

## Platform Selection

### Choose ONE Primary Platform

| Platform | Best For | Audience | Effort |
|----------|----------|----------|--------|
| **Twitter/X** | Developer tools, indie SaaS, tech audience | Tech founders, developers, indie hackers | 30 min/day |
| **LinkedIn** | B2B SaaS, professional services, consulting tools | Decision makers, professionals, B2B buyers | 30 min/day |
| **YouTube** | Tutorial-based products, complex tools | People searching for solutions | 3-5 hrs/week |
| **TikTok/Reels** | Consumer-facing, visual products | Younger audience, broad reach | 2-3 hrs/week |
| **Reddit** | Niche communities, specific verticals | People with specific problems | 20 min/day |

### Decision Framework

```
My target customer is:
- A developer or technical person → Twitter/X
- A business professional or executive → LinkedIn
- Someone searching "how to [problem]" → YouTube
- A consumer or young professional → TikTok/Instagram
- In a specific niche community → Reddit + one of the above
```

---

## Content Frameworks

### The 4 Content Pillars for Founders

**1. Build in Public (40% of posts)**
Share what you're building, why, and what you're learning.

```
Templates:
- "Just shipped [feature]. Here's why it matters: [benefit for users]"
- "This week's numbers: [metric]. Here's what I learned."
- "Made a mistake with [thing]. Here's what I'd do differently."
- "Before/after of [improvement]. [Screenshot]"
```

**2. Teach What You Know (30% of posts)**
Share expertise related to your product's domain.

```
Templates:
- "[X] tips for [doing thing your product helps with]"
- "The biggest mistake I see in [your domain] is..."
- "Here's exactly how I [achieved result]. Thread:"
- "Most people think [common belief]. Actually, [insight]."
```

**3. Personal Story (20% of posts)**
Be human. Share the founder journey.

```
Templates:
- "Quit my job [X] months ago to build [product]. Here's what happened."
- "The hardest part of being a solo founder is [honest take]."
- "I almost gave up when [moment]. What kept me going: [lesson]."
- "Here's my morning routine as a solo founder."
```

**4. Product / CTA (10% of posts)**
Direct promotion — but earned through the other 90%.

```
Templates:
- "[Product] helps [audience] do [thing] without [pain point]. Try it free."
- "A user just told me [testimonial]. This is why I build."
- "New feature: [name]. Here's how it works: [demo/screenshot]"
```

---

## Posting Cadence

### Minimum Viable Social Media

```
Twitter/X:
- 1 post/day (takes 10 minutes)
- 10 replies to others/day (takes 15 minutes)
- 1 thread/week (takes 30 minutes)
Total: ~30 min/day

LinkedIn:
- 3-4 posts/week (takes 15 min each)
- 5 comments on others' posts/day (takes 15 minutes)
Total: ~30 min/day
```

### Weekly Content Calendar

```
Monday:    Build in public (what you're working on this week)
Tuesday:   Teach (tip, insight, or framework)
Wednesday: Build in public (progress update or behind-the-scenes)
Thursday:  Personal story or lesson learned
Friday:    Teach or product highlight
Weekend:   Optional — recap or casual post
```

**Tell AI:**
```
Create a week of social media posts for [Twitter/LinkedIn] for my SaaS product [name].
Product: [one sentence description]
Target audience: [who]
Use these frameworks: build-in-public, teach, personal story, product.
Make them feel authentic, not corporate. Short and punchy.
```

---

## Growing Your Audience

### The Reply Strategy (Fastest Growth Hack)

The #1 way to grow on Twitter/X and LinkedIn is replying to larger accounts:

```
Daily routine:
1. Find 5-10 posts from accounts your target audience follows
2. Add a genuinely useful reply (insight, experience, additional tip)
3. NOT "Great post!" — add real value in 2-3 sentences
4. Do this consistently for 3 months

What happens: Their audience sees your name repeatedly → checks your profile → follows
```

### Profile Optimization

**Your bio should answer:** Who are you? Who do you help? What do you offer?

```
Template:
Building [Product] — [what it does] for [who].
[Credential or social proof].
[CTA: link to product or newsletter]

Example:
Building InvoiceBot — automated invoicing for freelancers.
$5k MRR. Solo founder. Sharing the journey.
Try it free: invoicebot.com
```

### Content That Gets Engagement

| High Engagement | Low Engagement |
|----------------|----------------|
| Specific numbers and results | Vague motivational quotes |
| Contrarian takes with reasoning | Obvious advice everyone agrees with |
| Personal stories with lessons | Reposting others' content without adding to it |
| Screenshots and visuals | Walls of text with no formatting |
| Asking genuine questions | Rhetorical questions |
| Sharing failures honestly | Only sharing wins |

---

## Metrics to Track

```
Monthly Social Media Review:
- [ ] Follower count (trend, not absolute number)
- [ ] Engagement rate (likes + replies / impressions)
- [ ] Profile visits → website clicks (conversion)
- [ ] Signups attributed to social (UTM tags or "how did you find us?")
- [ ] Top performing post this month (why did it work?)
- [ ] Time spent on social media (keep it under 30 min/day)
```

### The Only Metric That Matters

**Signups from social media.** If followers go up but signups don't, you're entertaining, not marketing. Track UTMs or ask new users "How did you find us?"

---

## Avoiding Burnout

### Rules for Sustainable Social Media

- **Time-box it.** 30 minutes/day max. Set a timer.
- **Batch create.** Write a week of posts on Sunday in 1 hour.
- **Don't check metrics daily.** Review weekly.
- **Unfollow accounts that make you feel behind.** Comparison kills creativity.
- **It's okay to skip days.** Consistency over months matters more than daily streaks.
- **Use scheduling tools.** Buffer, Typefully, or platform-native scheduling.

---

## Common Mistakes

| Mistake | Fix |
|---------|-----|
| Trying to be on every platform | Pick ONE. Master it. Add a second after 6 months |
| Only posting about your product | 80% value, 20% product mentions |
| Copying what influencers do | They have different goals. Be a founder, not an influencer |
| Expecting results in 2 weeks | Social media compounds. Expect 3-6 months before traction |
| Never engaging with others | Replies and comments grow your audience faster than posts |
| Being corporate/formal | Be a human. Share real experiences in your own voice |
| Spending 2+ hours/day on social | Time-box to 30 minutes. Diminishing returns after that |

---

## Success Looks Like

- A consistent posting cadence you can maintain without burnout
- Growing audience of people who match your target customer
- Measurable signups coming from social media
- People DM you saying "I've been following your journey"
- Social media is a distribution channel, not a time sink

---

## Related Skills

- **content** — Build-in-public strategy and content frameworks
- **launch** — Coordinate social media with product launches
- **copywriting** — Write stronger hooks and post copy
- **humanize** — Remove AI patterns from generated social posts