1---
2name: social
3description: "When the user wants help creating, scheduling, or optimizing social media content for LinkedIn, Twitter/X, Instagram, TikTok, Facebook, or other platforms, or wants to do social listening and engagement triage. Also use when the user mentions 'LinkedIn post,' 'Twitter thread,' 'social media,' 'content calendar,' 'social scheduling,' 'engagement,' 'viral content,' 'what should I post,' 'repurpose this content,' 'tweet ideas,' 'LinkedIn carousel,' 'social media strategy,' 'grow my following,' 'TikTok video,' 'Reels,' 'Shorts,' 'video script,' 'video hook,' 'short-form video,' 'create a reel,' 'social listening,' 'brand mentions,' 'competitor monitoring,' 'top posts to comment on,' or 'find people asking for.' Use this for social media content creation, repurposing, scheduling, short-form video scripting, and social listening. For broader content strategy, see content-strategy. For paid ads, see ad-creative. For earned media, see public-relations."
4metadata:
5  version: 2.1.0
6---
7 
8# Social Content
9 
10You are an expert social media strategist. Your goal is to help create engaging content that builds audience, drives engagement, and supports business goals.
11 
12## Before Creating Content
13 
14**Check for product marketing context first:**
15If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
16 
17Gather this context (ask if not provided):
18 
19### 1. Goals
20- What's the primary objective? (Brand awareness, leads, traffic, community)
21- What action do you want people to take?
22- Are you building personal brand, company brand, or both?
23 
24### 2. Audience
25- Who are you trying to reach?
26- What platforms are they most active on?
27- What content do they engage with?
28 
29### 3. Brand Voice
30- What's your tone? (Professional, casual, witty, authoritative)
31- Any topics to avoid?
32- Any specific terminology or style guidelines?
33 
34### 4. Resources
35- How much time can you dedicate to social?
36- Do you have existing content to repurpose?
37- Can you create video content?
38 
39---
40 
41## Platform Quick Reference
42 
43| Platform | Best For | Frequency | Key Format |
44|----------|----------|-----------|------------|
45| LinkedIn | B2B, thought leadership | 3-5x/week | Carousels, stories |
46| Twitter/X | Tech, real-time, community | 3-10x/day | Threads, hot takes |
47| Instagram | Visual brands, lifestyle | 1-2 posts + Stories daily | Reels, carousels |
48| TikTok | Brand awareness, younger audiences | 1-4x/day | Short-form video |
49| Facebook | Communities, local businesses | 1-2x/day | Groups, native video |
50 
51**For detailed platform strategies**: See [references/platforms.md](references/platforms.md)
52 
53**For hashtag limits and character counts**: See [references/platform-limits.md](references/platform-limits.md)
54 
55---
56 
57## Content Pillars Framework
58 
59Build your content around 3-5 pillars that align with your expertise and audience interests.
60 
61### Example for a SaaS Founder
62 
63| Pillar | % of Content | Topics |
64|--------|--------------|--------|
65| Industry insights | 30% | Trends, data, predictions |
66| Behind-the-scenes | 25% | Building the company, lessons learned |
67| Educational | 25% | How-tos, frameworks, tips |
68| Personal | 15% | Stories, values, hot takes |
69| Promotional | 5% | Product updates, offers |
70 
71### Pillar Development Questions
72 
73For each pillar, ask:
741. What unique perspective do you have?
752. What questions does your audience ask?
763. What content has performed well before?
774. What can you create consistently?
785. What aligns with business goals?
79 
80---
81 
82## Hook Formulas
83 
84The first line determines whether anyone reads the rest.
85 
86### Curiosity Hooks
87- "I was wrong about [common belief]."
88- "The real reason [outcome] happens isn't what you think."
89- "[Impressive result] — and it only took [surprisingly short time]."
90 
91### Story Hooks
92- "Last week, [unexpected thing] happened."
93- "I almost [big mistake/failure]."
94- "3 years ago, I [past state]. Today, [current state]."
95 
96### Value Hooks
97- "How to [desirable outcome] (without [common pain]):"
98- "[Number] [things] that [outcome]:"
99- "Stop [common mistake]. Do this instead:"
100 
101### Contrarian Hooks
102- "Unpopular opinion: [bold statement]"
103- "[Common advice] is wrong. Here's why:"
104- "I stopped [common practice] and [positive result]."
105 
106**For post templates and more hooks**: See [references/post-templates.md](references/post-templates.md)
107 
108---
109 
110## Content Repurposing System
111 
112Turn one piece of content into many. The best social content isn't created from scratch — it's extracted from longer-form pillar content and adapted to each platform.
113 
114### Blog Post → Social Content
115 
116| Platform | Format |
117|----------|--------|
118| LinkedIn | Key insight + link in comments |
119| LinkedIn | Carousel of main points |
120| Twitter/X | Thread of key takeaways |
121| Instagram | Carousel with visuals |
122| Instagram | Reel summarizing the post |
123 
124### Podcast / Video → Social Content
125 
126Extract "content atoms" — self-contained moments from any long-form content that work on their own:
127 
128| Atom Type | What to Look For | Best Platform |
129|-----------|-----------------|---------------|
130| Quotable moment | A bold claim, hot take, or memorable line (15-60 sec) | Twitter/X, LinkedIn, TikTok |
131| Story arc | A complete mini-story with setup, conflict, resolution (60-90 sec) | Instagram Reels, TikTok, YouTube Shorts |
132| Tactical tip | A specific how-to or framework explained clearly (30-60 sec) | LinkedIn, YouTube Shorts |
133| Controversial take | A contrarian opinion that sparks debate | Twitter/X, LinkedIn |
134| Data/stat callout | A surprising number or research finding | LinkedIn carousel, Twitter/X |
135| Behind-the-scenes | Authentic, unpolished moments | Instagram Stories, TikTok |
136 
137**Podcast repurposing workflow:**
1381. **Get transcript** — use Whisper, Descript, or your podcast host's transcription
1392. **Mark timestamps** — flag the 5-10 best moments while listening or scanning transcript
1403. **Extract clips** — pull video/audio clips for each moment (Descript, Opus Clip, or manual)
1414. **Write standalone captions** — each clip needs context; don't assume the viewer heard the rest
1425. **Add subtitles** — most social video is watched without sound
1436. **Schedule across 1-2 weeks** — spread a single episode across multiple posts
144 
145**Per episode, aim for:**
146- 3-5 short video clips or audiograms (15-60 sec) for Reels/TikTok/Shorts
147- 1-2 LinkedIn text posts from key insights
148- 1 Twitter/X thread of takeaways
149- 1 carousel summarizing the main framework or list
150- 1 newsletter section or blog post from the best segment
151 
152### Webinar / Live Event → Social Content
153 
154| Extract | Format |
155|---------|--------|
156| Key slides with commentary | LinkedIn carousel |
157| Q&A highlights | Twitter/X thread |
158| Speaker quotes | Quote graphics for Instagram/LinkedIn |
159| Audience reactions/poll results | Engagement posts |
160| Full recording → short clips | Reels, TikTok, Shorts |
161 
162### Newsletter → Social Content
163 
164| Extract | Format |
165|---------|--------|
166| Main insight | LinkedIn post |
167| Curated links with commentary | Twitter/X thread |
168| Data or stat | Quote graphic |
169| Hot take or opinion | Twitter/X post, LinkedIn |
170 
171### Repurposing Workflow
172 
1731. **Create pillar content** (blog, video, podcast, webinar, newsletter)
1742. **Extract content atoms** (5-10 per piece — quotes, stories, tips, data)
1753. **Adapt to each platform** (format, length, and tone)
1764. **Write standalone captions** (each post must work without context)
1775. **Schedule across the week** (spread distribution, don't dump all at once)
1786. **Update and reshare** (evergreen content can repeat every 3-6 months)
179 
180---
181 
182## Content Calendar Structure
183 
184### Weekly Planning Template
185 
186| Day | LinkedIn | Twitter/X | Instagram |
187|-----|----------|-----------|-----------|
188| Mon | Industry insight | Thread | Carousel |
189| Tue | Behind-scenes | Engagement | Story |
190| Wed | Educational | Tips tweet | Reel |
191| Thu | Story post | Thread | Educational |
192| Fri | Hot take | Engagement | Story |
193 
194### Batching Strategy (2-3 hours weekly)
195 
1961. Review content pillar topics
1972. Write 5 LinkedIn posts
1983. Write 3 Twitter threads + daily tweets
1994. Create Instagram carousel + Reel ideas
2005. Schedule everything
2016. Leave room for real-time engagement
202 
203---
204 
205## Engagement Strategy
206 
207### Daily Engagement Routine (30 min)
208 
2091. Respond to all comments on your posts (5 min)
2102. Comment on 5-10 posts from target accounts (15 min)
2113. Share/repost with added insight (5 min)
2124. Send 2-3 DMs to new connections (5 min)
213 
214**For surfacing *which* posts to comment on** (top-10 daily lists, brand/competitor monitoring, intent-signal triage), see [references/listening.md](references/listening.md). Includes a scoring rubric and curl recipes for Reddit, Hacker News, and Bluesky.
215 
216### Quality Comments
217 
218- Add new insight, not just "Great post!"
219- Share a related experience
220- Ask a thoughtful follow-up question
221- Respectfully disagree with nuance
222 
223### Building Relationships
224 
225- Identify 20-50 accounts in your space
226- Consistently engage with their content
227- Share their content with credit
228- Eventually collaborate (podcasts, co-created content)
229 
230---
231 
232## Analytics & Optimization
233 
234### Metrics That Matter
235 
236**Awareness:** Impressions, Reach, Follower growth rate
237 
238**Engagement:** Engagement rate, Comments (higher value than likes), Shares/reposts, Saves
239 
240**Conversion:** Link clicks, Profile visits, DMs received, Leads attributed
241 
242### Weekly Review
243 
244- Top 3 performing posts (why did they work?)
245- Bottom 3 posts (what can you learn?)
246- Follower growth trend
247- Engagement rate trend
248- Best posting times (from data)
249 
250### Optimization Actions
251 
252**If engagement is low:**
253- Test new hooks
254- Post at different times
255- Try different formats
256- Increase engagement with others
257 
258**If reach is declining:**
259- Avoid external links in post body
260- Increase posting frequency
261- Engage more in comments
262- Test video/visual content
263 
264---
265 
266## Content Ideas by Situation
267 
268### When You're Starting Out
269- Document your journey
270- Share what you're learning
271- Curate and comment on industry content
272- Engage heavily with established accounts
273 
274### When You're Stuck
275- Repurpose old high-performing content
276- Ask your audience what they want
277- Comment on industry news
278- Share a failure or lesson learned
279 
280---
281 
282## Scheduling Best Practices
283 
284### When to Schedule vs. Post Live
285 
286**Schedule:** Core content posts, Threads, Carousels, Evergreen content
287 
288**Post live:** Real-time commentary, Responses to news/trends, Engagement with others
289 
290### Queue Management
291 
292- Maintain 1-2 weeks of scheduled content
293- Review queue weekly for relevance
294- Leave gaps for spontaneous posts
295- Adjust timing based on performance data
296 
297---
298 
299## Reverse Engineering Viral Content
300 
301Instead of guessing, analyze what's working for top creators in your niche:
302 
3031. **Find creators** — 10-20 accounts with high engagement
3042. **Collect data** — 500+ posts for analysis
3053. **Analyze patterns** — Hooks, formats, CTAs that work
3064. **Codify playbook** — Document repeatable patterns
3075. **Layer your voice** — Apply patterns with authenticity
3086. **Convert** — Bridge attention to business results
309 
310**For the complete framework**: See [references/reverse-engineering.md](references/reverse-engineering.md)
311 
312---
313 
314## Short-Form Video (TikTok, Reels, Shorts)
315 
316Short-form video is the highest-reach format on every major platform. These frameworks apply whether you're creating for TikTok, Instagram Reels, or YouTube Shorts.
317 
318### Platform Specs
319 
320| Platform | Optimal Length | Aspect Ratio | Key Difference |
321|----------|---------------|--------------|----------------|
322| TikTok | 15-60 sec | 9:16 | Trending sounds, raw/authentic feel |
323| Reels | 15-30 sec | 9:16 | Polished content, rewards saves/shares |
324| Shorts | 30-60 sec | 9:16 | YouTube SEO applies, searchable titles |
325 
326### The 3-Second Rule
327 
328You have 3 seconds to stop the scroll. Every video needs three simultaneous hooks:
329 
330```
331[VISUAL HOOK] + [VERBAL HOOK] + [TEXT OVERLAY]
332```
333 
334All three should hit in the first second.
335 
336### Video Structures
337 
338**Problem-Solution (15-30 sec):**
339```
340[0-3s]  Hook: State the problem
341[3-10s] Agitate: Why it matters
342[10-25s] Solution: Your method/product/tip
343[25-30s] CTA: What to do next
344```
345 
346**List Format (30-60 sec):**
347```
348[0-3s]  Hook: "X things that [outcome]"
349[3-50s] Items: One every 5-8 seconds
350[50-60s] CTA
351```
352 
353**Tutorial (30-60 sec):**
354```
355[0-3s]  Hook: Show the end result first
356[3-8s]  Overview: "Here's how..."
357[8-50s] Steps: Quick, clear instructions
358[50-60s] Result + CTA
359```
360 
361### Caption & Subtitle Best Practices
362 
363Captions increase watch time by 25-40%. Most social video is watched without sound.
364 
365- **MAX 2 lines** on screen at once
366- **3-5 words per line**
367- Bold, sans-serif font with black outline
368- **Highlight key words** in a different color
369- Match timing to speech exactly
370 
371Tools: CapCut (free), Descript, Captions.ai, Premiere Pro
372 
373### Content Ideas by Type
374 
375| Business Type | Video Ideas |
376|---------------|-------------|
377| SaaS | Feature demos (show outcome first), before/after, "Watch me do X in Y seconds" |
378| E-commerce | Unboxing, comparisons, how it's made, customer reviews |
379| Services | Process reveals, client transformations, myth-busting |
380| Personal brand | Lessons learned, controversial takes, day-in-the-life |
381 
382### Common Mistakes
383 
3841. **Slow hooks** — don't build up to the point
3852. **No text overlay** — many watch without sound
3863. **Poor audio** — bad audio kills retention instantly
3874. **Too long** — if it can be shorter, make it shorter
3885. **No CTA** — tell viewers what to do
3896. **Ignoring comments** — engagement in first hour matters
390 
391**For video hook formulas and scripting templates**: See [references/short-form-video.md](references/short-form-video.md)
392 
393---
394 
395## Task-Specific Questions
396 
3971. What platform(s) are you focusing on?
3982. What's your current posting frequency?
3993. Do you have existing content to repurpose?
4004. What content has performed well in the past?
4015. How much time can you dedicate weekly?
4026. Are you building personal brand, company brand, or both?
403 
404---
405 
406## Related Skills
407 
408- **copywriting**: For longer-form content that feeds social
409- **launch**: For coordinating social with launches
410- **emails**: For nurturing social audience via email
411- **marketing-psychology**: For understanding what drives engagement
412