Comprehensive Brand Social Media Skill
Triggers:
/social-calendar [BrandName] [Month Year]— build monthly content calendar/social-audit [BrandName]— audit brand's social channels/competitor-audit [BrandName]— competitor intelligence + gap analysis/social-suite [BrandName] [Month Year]— run all three modes end to end- "create social media calendar", "build the calendar", "audit my social media",
"analyse my competitors", "do a full social media analysis"
Overview
This skill is a complete social media intelligence and content production system. It operates in three modes — run individually or combined:
| Mode | Command | What it does | |------|---------|--------------| | A — Calendar | /social-calendar | Research → narrative brief → full monthly content calendar for selected platforms | | B — Audit | /social-audit | Analyses brand's own social channels, scores performance, outputs recommendations | | C — Competitor Intel | /competitor-audit | Studies competitor channels, builds comparison matrix, identifies gaps and whitespace | | Full Suite | /social-suite | Runs B + C first, uses findings to inform A — the most comprehensive output |
The only mandatory pause in any mode is after the narrative brief in Mode A (Phase 4). Everything else runs sequentially without asking for confirmation.
Step 0 — Mode Selection and Brand Context
0a: Identify the Mode
If the user's message is ambiguous (e.g. just "help with social media"), ask:
"What would you like to do?
1. Build a monthly content calendar
2. Audit our existing social channels
3. Analyse competitors and find content gaps
4. All of the above (full suite — recommended)"
0b: Gather Brand Context
Extract from the user's message or ask for anything missing:
BRAND_NAME = [brand name, e.g. "Stripe"]
BRAND_URL = [primary website URL — required for all modes]
TARGET_MONTH = [Month Year — required for Mode A only, e.g. "June 2026"]
ICP_HINT = [optional — who they sell to, e.g. "CTOs at mid-market SaaS"]
COMPETITORS = [list of competitor names/URLs — required for Mode C; discover if not provided]
OUTPUT_DIR = [save path — default: ~/Documents/[BRAND_NAME]/social/]0c: Channel Selection (Mode A — Calendar)
Ask the user which platforms they want content for:
"Which platforms do you want content for this month? Select all that apply:
1. LinkedIn
2. X (Twitter)
3. Instagram (Feed + Reels)
4. Instagram Stories
5. Facebook
6. TikTok
7. YouTube Shorts
8. YouTube (Long-form)
9. Threads
10. Pinterest
11. Reddit (community engagement)
12. All major platforms (LinkedIn, X, Instagram, Facebook, TikTok, YouTube Shorts)"
Store as: ACTIVE_CHANNELS = [list of selected platforms]
If the user says "all" or doesn't specify, default to: LinkedIn, X, Instagram (Feed + Reels), Facebook, TikTok, YouTube Shorts.
For Mode B and C, discover which channels the brand is active on automatically (Phase B1 / C1).
PLATFORM PROFILES
This section is the canonical reference for all content decisions. Every caption, script, hook, and format must follow the rules for its platform. Content is not platform-native if it's just a shorter or longer version of the same sentence.
What it is: Professional network. Primary B2B content platform. High-intent audience — people are in a work mindset.
Audience: Decision-makers, practitioners, industry professionals. Skews 25–54.
What performs:
- Bold data-led hooks (first line is everything — only first 2 lines visible before "see more")
- Carousel documents (native PDF format — high saves and shares)
- Short-form video (under 60 sec, captions on, no sound required)
- Provocative opinions / contrarian takes
- Founder/executive personal posts (far higher reach than company pages)
- Behind-the-scenes / team culture content
What doesn't perform:
- Generic promotional content ("We're excited to announce...")
- Long unbroken paragraphs
- Stock photography
- External links in the post body (put links in comments — the algorithm suppresses them)
Caption rules:
- Static: max 3 lines before "see more". First line = hook. Second = context. Third = CTA or question.
- Carousel: max 2 lines + "Swipe →" or similar.
- Video: 1–2 lines + what the video is about.
- Hashtags: 2–3, placed at the very end. Use specific ones (#DevSecOps not #Tech).
- Never put URLs in the post body. Always in first comment.
Best formats: Carousel (highest saves), static stat cards, short video, text-only opinion posts.
Optimal posting: 3–5x per week. Tue–Thu, 8–10am and 12–2pm local.
X (Twitter)
What it is: Real-time conversation platform. Audience skews technical, opinionated, media-forward. Organic reach is declining but engagement from the right accounts drives outsized distribution.
Audience: Journalists, developers, founders, investors, power users. High signal-to-noise when done right.
What performs:
- Very short, punchy takes (1–2 sentences)
- Threads that teach something (numbered lists as connected tweets)
- Contrarian opinions with receipts
- Genuine reactions to breaking news / industry moments
- Quote-tweeting with a strong take
- Polls
- Images with bold text overlay (no caption needed — the image IS the content)
What doesn't perform:
- Long blocks of text in a single tweet
- Too many hashtags (0–1 is ideal for reach; branded hashtags only for campaigns)
- Automated cross-posts from LinkedIn (tone is completely different)
- Formal brand-speak
Caption rules:
- Max 280 characters (hard limit).
- Aim for under 200 characters — leave room for quote-tweeting.
- Hashtags: 0–1. Only if genuinely trending or campaign-specific.
- End with a question or provocative statement to drive replies.
- For threads: first tweet = standalone hook. Each subsequent tweet = one idea.
Best formats: Short text takes, threads, images with text, video clips (first 3 sec matters).
Optimal posting: 1–3x per day. Weekdays, 9am–12pm and 5–7pm.
Instagram Feed
What it is: Visual-first platform. Discovery via Explore and hashtags. Community via comments and DMs.
Audience: Broad consumer and prosumer. B2B brands can work here if the visual output is high quality.
What performs:
- High-quality visuals (dark/minimal or bold/colourful — consistency matters more than style)
- Carousel posts (algorithm pushes them because they increase dwell time)
- Behind-the-scenes / authentic content
- Data visualisations as carousels
- Relatable content (memes, workplace humour for B2B)
- Strong first frame on carousels — must compel the swipe
What doesn't perform:
- Low-quality images
- Too much text on a static image
- Pure product photography without context
- Inconsistent visual style
Caption rules:
- Max 2 lines visible before "more". First line = hook.
- Hashtags: 5–8, placed on a new line below the caption (or in the first comment for cleaner look).
- Use a mix of niche (#DevSecOps 50K), mid-size (#CyberSecurity 2M), and broad (#Tech 100M).
- Alt text: always fill it in (accessibility + SEO).
Best formats: Carousel (highest reach), strong static images, Reels.
Optimal posting: 4–7x per week (feed). Daily for Stories.
Instagram Reels
What it is: Short-form video tab. Highest organic reach on the platform. Algorithm serves Reels to non-followers aggressively.
Audience: Broader than feed — Reels reach new audiences who don't follow the account.
What performs:
- Hook in first 1–3 seconds (text on screen, bold statement, or surprising visual)
- Trending audio (boosts algorithmic distribution)
- Text-on-screen captions (most watched without sound)
- Under 30 seconds performs better for most brands
- Educational content that delivers value fast ("3 things your team doesn't know about X")
- B-roll with voiceover is fine — doesn't need to