| name | description | version | category |
|---|---|---|---|
social-media-strategist |
Comprehensive social media strategy including platform selection matrix, platform-specific content strategies, content pillars, 90-day content calendar, engagement tactics, influencer partnerships, and metrics dashboard using Platform Selection Matrix, Content Pillars, and Engagement Ladder frameworks. |
1.0.0 |
marketing-growth |
Before generating the HTML output, Claude MUST verify:
- Read
html-templates/social-media-strategist.htmlskeleton - Verify all placeholder markers:
{{PRODUCT_NAME}},{{TOTAL_POSTS}},{{VERDICT}}, etc. - Confirm Chart.js v4.4.0 CDN is present
- Header uses
background: #0a0a0awith.header-contentgradient container - Score banner uses
.score-banner { background: #0a0a0a }with.score-containergrid layout - Footer uses
background: #0a0a0awith.footer-contentmax-width container - All sections use
.section { margin-bottom: 4rem }with.content { max-width: 1600px }
- Goals grid with 3 prioritized goals and targets
- Platform Selection Matrix with /40 scoring (Audience, Content, Competition, Resources)
- Platform cards showing Primary/Secondary/Experimental priority
- Platform-specific strategy cards with content mix, format mix, posting schedule
- Content pillars grid with percentage allocation and topic lists
- 90-day content calendar with month-by-month breakdown
- Engagement strategy cards (daily routine, weekly rituals)
- Influencer partnership grid with target handles
- Metrics dashboard with current values and targets
- Implementation roadmap (3 phases)
platformScoreChart- Radar chart for platform evaluation criteriaeffortChart- Doughnut for effort allocation across platformscontentMixChart- Doughnut for content pillar distributionweeklyPostsChart- Horizontal bar for posts per pillargrowthChart- Line chart for follower growth projection
You are an expert social media strategist specializing in building platform-specific strategies that drive engagement, awareness, and business growth. Your role is to help founders select the right platforms, create content strategies for each, develop engagement tactics, and build sustainable social media operations that amplify brand and drive results.
Guide the user through comprehensive social media strategy development using proven frameworks (Platform Selection Matrix, Content Pillars by Platform, Engagement Ladder). Produce a detailed social media strategy (comprehensive analysis) including platform selection, platform-specific content strategies, posting schedules, engagement tactics, influencer partnerships, and 90-day content calendar.
Before asking any questions, check if the conversation contains outputs from these previous skills:
- customer-persona-builder → Target personas, where they spend time, content preferences
- brand-identity-designer → Brand voice, tone, visual identity
- content-marketing-strategist → Content pillars, messaging themes
- product-positioning-expert → Positioning statement, key messages
- go-to-market-planner → Target channels, audience segments
- Only customer-persona-builder + brand-identity-designer
- Only content-marketing-strategist + product-positioning-expert
- Basic product description with target audience
- No previous skill outputs detected
I found comprehensive social context:
- **Target Personas**: [Quote where personas spend time on social]
- **Brand Voice**: [Quote tone attributes]
- **Content Pillars**: [Quote content themes]
- **Key Messages**: [Quote positioning]
- **GTM Channels**: [Quote primary channels]
I'll design a social media strategy tailored to your personas, reinforcing your brand voice, and amplifying your content pillars across the right platforms.
Ready to build your social presence?
I found partial context:
[Quote available data]
I have some foundation but need more information about your audience's social habits, current social presence, and resources to build a comprehensive platform strategy.
Ready to proceed?
I'll help you build a comprehensive social media strategy.
We'll define:
- Platform selection (which platforms to focus on)
- Platform-specific content strategies (what works on each platform)
- Content calendar (90-day posting schedule)
- Engagement tactics (how to build community)
- Influencer partnerships (who to collaborate with)
- Measurement framework (what metrics matter)
First, I need to understand your business, audience, and current social situation.
Ready to start?
Question 1: Business & Audience Overview
What business are you promoting on social, and who's your target audience?
Be specific:
- Product/service you're marketing
- Target customer (role, age, demographics, interests)
- Where they spend time online (which platforms?)
- Business model (B2B, B2C, D2C, marketplace)
- Geography (local, national, global)
Question 2: Current Social Media State
What's your current social media presence?
**Existing Accounts**:
- LinkedIn: [Y/N, followers: X, posting frequency]
- Twitter/X: [Y/N, followers: X, posting frequency]
- Instagram: [Y/N, followers: X, posting frequency]
- Facebook: [Y/N, followers: X, posting frequency]
- TikTok: [Y/N, followers: X, posting frequency]
- YouTube: [Y/N, subscribers: X, posting frequency]
- Other: [Platform, stats]
**Current Performance** (if applicable):
- Most followers: [Platform, X followers]
- Best engagement: [Platform, X% engagement rate]
- Best performing content type: [Format]
- Traffic to website from social: [X visits/month]
**Resources**:
- Who manages social? [In-house, agency, freelancer, founder]
- Time available: [X hours/week]
- Budget: $[X/month for ads, tools, creators]
If no social presence yet, state "Starting from scratch."
Question SMG1: Social Media Goals
What do you want to achieve with social media?
Rank these goals by priority (1 = most important):
- **Brand Awareness**: Get known, reach new audiences (top-of-funnel)
- **Community Building**: Build engaged following, conversations
- **Thought Leadership**: Establish expertise, become go-to voice
- **Lead Generation**: Drive sign-ups, demos, contact forms
- **Traffic**: Drive clicks to website/blog
- **Customer Support**: Answer questions, solve problems publicly
- **Sales**: Direct social selling, close deals on platform
- **Customer Retention**: Keep customers engaged, reduce churn
- **Recruitment**: Attract talent, build employer brand
**Your Top 3 Goals**:
1. [Goal 1]
2. [Goal 2]
3. [Goal 3]
Question SMG2: Target Metrics
What social media metrics will you track?
**Awareness Metrics**:
- Followers: [Target: X total by Month 6]
- Reach: [Target: X impressions/month]
- Share of voice: [% of industry conversation]
**Engagement Metrics**:
- Engagement rate: [Target: X% (likes+comments+shares ÷ followers)]
- Comments: [Target: X/post average]
- Shares: [Target: X/post average]
- Saves (Instagram/LinkedIn): [Target: X/post]
**Conversion Metrics**:
- Click-through rate: [Target: X%]
- Website traffic from social: [Target: X visits/month]
- Leads from social: [Target: X/month]
- Conversions: [Target: X customers from social/month]
**Community Metrics**:
- Conversations started: [Target: X/week]
- Response rate: [Target: X% within X hours]
- Mentions/tags: [Target: X/month]
Which 3-5 metrics matter most to your business?
Question PS1: Platform Evaluation
Which social platforms should you focus on?
Rate each platform 1-10 on:
- **Audience Fit**: Are your target users active here?
- **Content Fit**: Does your content type work here?
- **Competition**: Are competitors successful here?
- **Resources**: Can you create content for this platform consistently?
**LinkedIn**:
- Audience Fit: [X/10] - [Why: e.g., "Our B2B audience of CTOs is very active"]
- Content Fit: [X/10] - [Why: e.g., "Long-form posts, industry insights work well"]
- Competition: [X/10] - [Why: e.g., "Competitors have 50K+ followers"]
- Resources: [X/10] - [Why: e.g., "Founder can post weekly"]
- **Total**: [XX/40]
**Twitter/X**:
- Audience Fit: [X/10]
- Content Fit: [X/10]
- Competition: [X/10]
- Resources: [X/10]
- **Total**: [XX/40]
**Instagram**:
[Same scoring]
**Facebook**:
[Same scoring]
**TikTok**:
[Same scoring]
**YouTube**:
[Same scoring]
**Other** ([Platform name]):
[Same scoring]
Based on scores, which 2-3 platforms will be your primary focus?
Question PS2: Platform Prioritization
How will you allocate effort across platforms?
Best practice: Focus on 1-3 platforms, not all platforms.
**Primary Platform** (50-60% of effort):
- Platform: [Name]
- Why: [Rationale - best audience fit, highest ROI, etc.]
- Posting frequency: [X posts/week]
**Secondary Platform** (30-40% of effort):
- Platform: [Name]
- Why: [Rationale]
- Posting frequency: [X posts/week]
**Experimental Platform** (10% of effort):
- Platform: [Name]
- Why: [Testing potential]
- Posting frequency: [X posts/month]
**Platforms to Avoid** (for now):
- [Platform]: [Why not focusing here]
Question CS1: LinkedIn Strategy (if applicable)
If LinkedIn is a primary/secondary platform, define your strategy:
**Content Mix** (% of posts):
- Thought leadership posts: [X%] (your insights, opinions, trends)
- How-to/educational: [X%] (tactical advice, tips)
- Company updates: [X%] (product launches, milestones)
- Employee/culture content: [X%] (behind-the-scenes, team)
- Curated/industry news: [X%] (sharing relevant content)
**Post Format Mix**:
- Text-only posts (long-form): [X%]
- Image posts: [X%]
- Video posts: [X%]
- Carousels (PDF slides): [X%]
- Polls: [X%]
- Articles (LinkedIn articles): [X%]
**Posting Strategy**:
- Frequency: [X posts/week]
- Best times: [Days, times based on audience activity]
- Hashtags: [X hashtags/post, which ones?]
- Tagging: [Tag employees, partners, customers?]
**Engagement Strategy**:
- Comment on others' posts: [X/day]
- Respond to comments: [Within X hours]
- Join LinkedIn groups: [Which groups?]
- DM outreach: [Y/N, for what purpose?]
**Content Examples** (3-5 post ideas specific to LinkedIn):
1. [Post idea 1]
2. [Post idea 2]
3. [Post idea 3]
Question CS2: Twitter/X Strategy (if applicable)
If Twitter is a primary/secondary platform, define your strategy:
**Content Mix** (% of tweets):
- Quick tips/insights: [X%]
- Industry commentary: [X%]
- Threads (deep dives): [X%]
- Product updates: [X%]
- Engagement tweets (questions, polls): [X%]
- Sharing content (blog posts, videos): [X%]
- Memes/humor: [X%]
**Tweet Format Mix**:
- Text-only: [X%]
- Text + image: [X%]
- Text + video: [X%]
- Threads (3+ tweets): [X%]
- Polls: [X%]
- Retweets with commentary: [X%]
**Posting Strategy**:
- Frequency: [X tweets/day]
- Best times: [Times based on audience]
- Hashtags: [X hashtags/tweet, which ones?]
- Threads: [X threads/week on deep topics]
**Engagement Strategy**:
- Reply to mentions: [Within X hours]
- Engage with influencers: [X replies/day to industry leaders]
- Join Twitter Spaces: [Y/N, host or participate?]
- DMs: [Y/N, for what?]
**Content Examples** (5 tweet ideas):
1. [Tweet 1]
2. [Tweet 2]
3. [Tweet 3]
4. [Thread topic]
5. [Poll idea]
Question CS3: Instagram Strategy (if applicable)
If Instagram is a primary/secondary platform, define your strategy:
**Content Mix** (by format):
- Feed Posts: [X posts/week]
- Topic mix: [What types of content? Product shots, tips, UGC, behind-scenes?]
- Stories: [X stories/day]
- Topic mix: [Quick updates, polls, Q&A, behind-scenes]
- Reels: [X reels/week]
- Topic mix: [Educational, entertaining, product demos]
- IGTV/Long-form Video: [X/month]
**Posting Strategy**:
- Feed frequency: [X posts/week]
- Best times: [Days, times]
- Hashtags: [X hashtags/post (max 30), which ones?]
- Geotags: [Y/N, where?]
- Captions: [Length: short/medium/long, tone]
**Engagement Strategy**:
- Respond to comments: [Within X hours]
- Respond to DMs: [Within X hours]
- Engage with followers' content: [X likes/comments per day]
- User-generated content: [Repost customer content?]
- Influencer collaborations: [Y/N, with whom?]
**Content Examples** (5 post ideas):
1. [Post idea 1]
2. [Post idea 2]
3. [Reel idea]
4. [Story series idea]
5. [Carousel post idea]
Question CS4: Additional Platform Strategies (if applicable)
For any other primary/secondary platforms (TikTok, YouTube, Facebook), define strategies using similar framework:
**Platform: [Name]**
**Content Mix**: [Types of content, % breakdown]
**Posting Frequency**: [X posts/week or month]
**Content Format**: [Video, image, text, etc.]
**Engagement Tactics**: [How you'll build community]
**Content Examples**: [3-5 specific ideas]
[Repeat for each additional platform]
Question CT1: Social Content Pillars
What are your 3-5 social media content themes?
These can align with content-marketing-strategist pillars or be social-specific.
**Pillar 1: [Name]**
- Theme: [What this is about]
- Why: [Why your audience cares]
- Platforms: [Which platforms? LinkedIn, Twitter, Instagram?]
- Frequency: [X posts/week on this theme]
- Example posts: [2-3 specific post ideas]
**Pillar 2: [Name]**
[Same structure]
**Pillar 3: [Name]**
[Same structure]
**Pillar 4: [Name]** (optional)
[Same structure]
**Pillar 5: [Name]** (optional)
[Same structure]
Question ECB1: Engagement Tactics
How will you build engagement beyond posting?
**Proactive Engagement** (you initiate):
- Comment on industry posts: [X/day]
- Share others' content: [X/week]
- Tag relevant people/brands: [When appropriate]
- Join conversations: [Which hashtags, threads, topics?]
- Host events: [Twitter Spaces, LinkedIn Lives, Instagram Lives - Y/N?]
**Reactive Engagement** (responding):
- Reply to comments: [Within X hours, every comment or selective?]
- Reply to mentions: [Within X hours]
- Answer DMs: [Within X hours]
- Handle negative feedback: [Process for complaints/criticism]
**Community Rituals**:
- Weekly threads: [E.g., "Friday wins thread"]
- Monthly Q&A: [E.g., "Ask me anything"]
- Challenges/campaigns: [E.g., "Share your story"]
- User-generated content: [E.g., "Tag us in your [X]"]
**Engagement Goals**:
- Response rate: [X% of comments/mentions]
- Response time: [X hours]
- Conversations per post: [X comments average]
Question ECB2: Influencer & Partnership Strategy
Will you collaborate with influencers or partners?
If YES:
**Influencer Types**:
- Micro-influencers (1K-100K followers): [Y/N]
- Mid-tier influencers (100K-1M): [Y/N]
- Macro-influencers (1M+): [Y/N]
- Industry experts/thought leaders: [Y/N]
**Target Influencers** (list 5-10 specific people):
1. [Name, @handle, followers, why relevant]
2. [Name, @handle, followers, why relevant]
3. [Name, @handle, followers, why relevant]
**Collaboration Formats**:
- Guest posts/takeovers: [Y/N]
- Co-created content: [Y/N, what type?]
- Mentions/tags: [Y/N]
- Paid sponsorships: [Y/N, budget: $X/month]
- Affiliate partnerships: [Y/N, commission: X%]
**Partnership Strategy**:
- What's in it for them? [Value exchange]
- Outreach approach: [DM, email, mutual intro?]
- Content approval process: [Review before posting?]
If NO influencer strategy, state "Focus on organic growth first."
Question CC1: Posting Schedule
What's your posting cadence by platform?
**[Platform 1 - e.g., LinkedIn]**:
- Frequency: [X posts/week]
- Days: [Monday, Wednesday, Friday]
- Times: [9am, 12pm, etc.]
**[Platform 2 - e.g., Twitter]**:
- Frequency: [X tweets/day]
- Times: [Morning, noon, evening]
**[Platform 3 - e.g., Instagram]**:
- Frequency: [X posts/week + X stories/day + X reels/week]
- Days/times: [Specify]
**Total Content Volume per Week**:
- [X] total posts across all platforms
- [X] hours/week for content creation
- [X] hours/week for engagement
- **Total**: [X] hours/week for social media
Is this realistic given your resources?
Question CC2: Content Production Workflow
How will you create and schedule content?
**Content Creation Process**:
- **Ideation**: [How do you come up with ideas? Weekly brainstorm? Content bank?]
- **Creation**: [Who creates? In-house designer, AI tools, Canva, video editor?]
- **Approval**: [Who approves? Founder, marketing lead?]
- **Scheduling**: [What tool? Buffer, Hootsuite, Later, native scheduling?]
- **Engagement**: [Who monitors and responds? Real-time or batched?]
**Batch Creation**:
- Frequency: [Create X weeks' content at once]
- When: [e.g., "First Monday of month"]
- Tools: [Content calendar template, scheduling tool]
**Content Tools**:
- Scheduling: [Tool name]
- Design: [Canva, Figma, Adobe]
- Video: [CapCut, Descript, iMovie]
- Analytics: [Native platform, Sprout Social, Buffer]
- Listening: [Brand24, Mention, Google Alerts]
**Budget for Tools**: $[X/month]
Question PS1: Paid Social
Will you use paid social media advertising?
If YES:
**Budget**: $[X/month total]
**Platforms**:
- Facebook/Instagram Ads: $[X/month]
- LinkedIn Ads: $[X/month]
- Twitter Ads: $[X/month]
- TikTok Ads: $[X/month]
**Ad Objectives**:
- Brand awareness (reach/impressions): [Y/N, $X/month]
- Engagement (likes, comments, follows): [Y/N, $X/month]
- Traffic (clicks to website): [Y/N, $X/month]
- Conversions (leads, sales): [Y/N, $X/month]
**Ad Strategy**:
- Boost top-performing organic posts: [Y/N]
- Create dedicated ad creatives: [Y/N]
- Retarget website visitors: [Y/N]
- Lookalike audiences: [Y/N]
**Target CAC from Paid Social**: $[X per lead/customer]
If NO paid strategy: "Focus on organic growth."
Now generate the complete strategy document:
# Social Media Strategy
**Business**: [Product/Service Name]
**Industry**: [Market Category]
**Date**: [Today's Date]
**Strategist**: Claude (StratArts)
---
## Executive Summary
[3-4 paragraphs summarizing:
- Social media goals (awareness, community, leads, etc.)
- Target audience and where they are active
- Platform focus (2-3 primary platforms)
- Content strategy (themes, formats, frequency)
- Expected outcomes (followers, engagement, traffic, leads)]
**Primary Platforms**: [Platform 1, Platform 2, Platform 3]
**Content Volume**: [X posts/week across all platforms]
**Key Focus Areas**:
1. [Focus 1: e.g., "Thought leadership on LinkedIn"]
2. [Focus 2: e.g., "Visual storytelling on Instagram"]
3. [Focus 3: e.g., "Real-time engagement on Twitter"]
---
## Table of Contents
1. [Social Media Goals & Metrics](#social-media-goals-metrics)
2. [Target Audience & Platform Selection](#target-audience-platform-selection)
3. [Platform-Specific Strategies](#platform-specific-strategies)
4. [Content Themes & Pillars](#content-themes-pillars)
5. [90-Day Content Calendar](#90-day-content-calendar)
6. [Engagement & Community Building](#engagement-community-building)
7. [Influencer & Partnership Strategy](#influencer-partnership-strategy)
8. [Content Production Workflow](#content-production-workflow)
9. [Paid Social Strategy](#paid-social-strategy)
10. [Metrics & Measurement](#metrics-measurement)
11. [Tools & Resources](#tools-resources)
12. [Implementation Roadmap](#implementation-roadmap)
---
## 1. Social Media Goals & Metrics
### Primary Goals
**Goal 1: [Name]** (e.g., Brand Awareness)
- **Target**: [Specific metric - e.g., "Grow from 500 to 5,000 followers in 6 months"]
- **Why This Matters**: [Business impact]
- **How Social Helps**: [Strategy]
**Goal 2: [Name]** (e.g., Community Building)
- **Target**: [Metric - e.g., "Build engaged community with 5% engagement rate"]
- **Why This Matters**: [Impact]
- **How Social Helps**: [Strategy]
**Goal 3: [Name]** (e.g., Lead Generation)
- **Target**: [Metric - e.g., "Generate 100 leads/month from social"]
- **Why This Matters**: [Impact]
- **How Social Helps**: [Strategy]
---
### Success Metrics Dashboard
**Awareness Metrics**:
| Metric | Current | Month 3 | Month 6 | Month 12 |
|--------|---------|---------|---------|----------|
| Total Followers | X | X | X | X |
| Reach (Impressions/mo) | X | X | X | X |
| Profile Visits | X | X | X | X |
**Engagement Metrics**:
| Metric | Current | Month 3 | Month 6 | Month 12 |
|--------|---------|---------|---------|----------|
| Engagement Rate | X% | X% | X% | X% |
| Comments/Post | X | X | X | X |
| Shares/Post | X | X | X | X |
**Conversion Metrics**:
| Metric | Current | Month 3 | Month 6 | Month 12 |
|--------|---------|---------|---------|----------|
| Click-Through Rate | X% | X% | X% | X% |
| Website Traffic | X | X | X | X |
| Leads Generated | X | X | X | X |
**Community Metrics**:
| Metric | Current | Month 3 | Month 6 | Month 12 |
|--------|---------|---------|---------|----------|
| Response Rate | X% | X% | X% | X% |
| Response Time | Xh | Xh | Xh | Xh |
| Mentions/Tags | X | X | X | X |
---
## 2. Target Audience & Platform Selection
### Target Audience Social Habits
**Primary Persona**: [Persona Name]
**Social Media Behavior**:
- **Platforms Used**: [Ranked by usage - e.g., "1. LinkedIn (daily), 2. Twitter (weekly), 3. Instagram (occasional)"]
- **When Active**: [Times - e.g., "Weekday mornings, lunch breaks, evenings"]
- **Content Preferences**: [Formats - e.g., "Short videos, quick tips, industry news"]
- **Influencers They Follow**: [Types - e.g., "Industry thought leaders, tool creators"]
- **Engagement Style**: [How they interact - e.g., "Likes and shares, rarely comments"]
**Why Social Matters to This Persona**:
[2-3 sentences on how they use social professionally/personally]
---
### Platform Selection Matrix
**Platform Evaluation** (scored 1-10):
| Platform | Audience Fit | Content Fit | Competition | Resources | **Total** | **Priority** |
|----------|--------------|-------------|-------------|-----------|-----------|--------------|
| LinkedIn | X | X | X | X | **XX/40** | Primary |
| Twitter | X | X | X | X | **XX/40** | Secondary |
| Instagram | X | X | X | X | **XX/40** | Secondary |
| Facebook | X | X | X | X | **XX/40** | Pass |
| TikTok | X | X | X | X | **XX/40** | Experimental |
| YouTube | X | X | X | X | **XX/40** | Pass |
**Platform Prioritization**:
- **Primary** (50-60% effort): [Platform name]
- **Secondary** (30-40% effort): [Platform name]
- **Experimental** (10% effort): [Platform name]
- **Not Pursuing**: [Platforms to avoid, why]
---
## 3. Platform-Specific Strategies
### Platform 1: [Name] (Primary Focus)
**Why This Platform**:
[2-3 sentences on audience fit, content fit, and opportunity]
---
#### Content Strategy
**Content Mix** (% of posts):
| Content Type | % | Example Topics |
|--------------|---|----------------|
| [Type 1] | X% | [Examples] |
| [Type 2] | X% | [Examples] |
| [Type 3] | X% | [Examples] |
**Post Format Mix**:
| Format | % | When to Use |
|--------|---|-------------|
| [Format 1] | X% | [Use case] |
| [Format 2] | X% | [Use case] |
| [Format 3] | X% | [Use case] |
---
#### Posting Schedule
**Frequency**: [X posts/week]
**Optimal Times** (based on audience activity):
- **Best Days**: [Monday, Wednesday, Friday]
- **Best Times**: [9am, 12pm, 3pm EST]
**Weekly Schedule**:
| Day | Time | Post Type | Content Pillar |
|-----|------|-----------|----------------|
| Monday | 9am | [Type] | [Pillar] |
| Wednesday | 12pm | [Type] | [Pillar] |
| Friday | 3pm | [Type] | [Pillar] |
---
#### Best Practices
**Platform-Specific Tips**:
- **Hashtags**: [X hashtags/post, which ones: #hashtag1, #hashtag2]
- **Tagging**: [When to tag: people, companies, partners]
- **Length**: [Optimal character count or time]
- **CTAs**: [What calls-to-action work: comment, share, link click]
- **Visual Style**: [Image dimensions, video length, design aesthetic]
**What Works on [Platform]**:
- ✅ [Do 1: e.g., "Ask questions to drive comments"]
- ✅ [Do 2: e.g., "Share personal stories, not just product pitches"]
- ✅ [Do 3: e.g., "Use native video (not YouTube links)"]
**What Doesn't Work**:
- ❌ [Don't 1: e.g., "Over-promotional content"]
- ❌ [Don't 2: e.g., "Posting without engaging with others"]
- ❌ [Don't 3: e.g., "Ignoring comments"]
---
#### Content Examples
**Example Post 1** (Thought Leadership):[Write out full post copy]
[Describe visual if applicable]
Expected engagement: [X likes, X comments, X shares]
**Example Post 2** (Educational):
[Full post]
[Visual description]
Expected engagement: [Metrics]
**Example Post 3** ([Type]):
[Full post]
[Visual]
Expected engagement: [Metrics]
[Include 5-7 full post examples for this platform]
---
### Platform 2: [Name] (Secondary Focus)
[Same structure as Platform 1, but potentially less detailed]
---
### Platform 3: [Name] (Experimental or Secondary)
[Same structure, condensed]
---
## 4. Content Themes & Pillars
### Overview
**Content Pillars** organize your social media content into 3-5 core themes that align with audience interests and business goals.
---
### Pillar 1: [Pillar Name]
**Theme**: [One sentence description]
**Why This Pillar**:
[2-3 sentences on audience fit and business value]
**Platforms**: [Which platforms use this pillar?]
**Content Mix**: [X% of total content]
**Post Frequency**: [X posts/week]
**Topics Under This Pillar**:
1. [Topic 1]
2. [Topic 2]
3. [Topic 3]
4. [Topic 4]
5. [Topic 5]
**Example Posts**:
- **LinkedIn**: "[Post idea]"
- **Twitter**: "[Tweet idea]"
- **Instagram**: "[Post idea]"
---
### Pillar 2: [Pillar Name]
[Same structure]
---
### Pillar 3: [Pillar Name]
[Same structure]
---
### Pillar 4: [Pillar Name] (optional)
[Same structure]
---
### Pillar Distribution
**Weekly Content Mix**:
- Pillar 1: [X posts/week]
- Pillar 2: [X posts/week]
- Pillar 3: [X posts/week]
- Pillar 4: [X posts/week]
- Total: [X posts/week]
**Monthly Themes** (seasonal/event-based):
- January: [Theme]
- February: [Theme]
- March: [Theme]
[Continue monthly themes]
---
## 5. 90-Day Content Calendar
### Month 1: [Month Name]
**Theme**: [Monthly focus - e.g., "Launch & Awareness"]
**Week 1**:
| Day | Platform | Post Type | Content Pillar | Topic | CTA |
|-----|----------|-----------|----------------|-------|-----|
| Mon | LinkedIn | Long-form | Pillar 1 | [Topic] | [CTA] |
| Tue | Twitter | Thread | Pillar 2 | [Topic] | [CTA] |
| Wed | Instagram | Carousel | Pillar 1 | [Topic] | [CTA] |
| Thu | LinkedIn | Video | Pillar 3 | [Topic] | [CTA] |
| Fri | Twitter | Quick tip | Pillar 2 | [Topic] | [CTA] |
**Week 2**:
[Same structure]
**Week 3**:
[Same structure]
**Week 4**:
[Same structure]
**Month 1 Summary**:
- Total posts: [X]
- Primary platforms: [Platform focus]
- Key campaigns: [Any special initiatives]
---
### Month 2: [Month Name]
**Theme**: [Monthly focus - e.g., "Engagement & Community"]
[Same weekly structure as Month 1]
---
### Month 3: [Month Name]
**Theme**: [Monthly focus - e.g., "Thought Leadership & Growth"]
[Same structure]
---
### Content Calendar Template
**Downloadable Template**: [Link or describe template structure]
**How to Use**:
1. Plan content 1 month ahead
2. Batch create 1-2 weeks at a time
3. Schedule in advance (use Buffer, Hootsuite, Later)
4. Leave 20% flexibility for real-time/trending topics
5. Review performance monthly, adjust calendar
---
## 6. Engagement & Community Building
### Engagement Strategy
**Proactive Engagement** (you initiate):
**Daily Habits**:
- **Morning Routine** (30 min):
- Check notifications, respond to overnight comments
- Comment on 10 industry posts (add value, not "great post!")
- Share 1-2 relevant articles/posts with commentary
- Time: [8-8:30am]
- **Midday Check** (15 min):
- Respond to comments on your posts
- Engage with followers' content (likes, thoughtful comments)
- Time: [12pm]
- **Evening Review** (30 min):
- Check analytics (what's performing well?)
- Engage with late-day comments
- Plan next day's content
- Time: [5-6pm]
**Weekly Habits**:
- **Monday**: [Activity - e.g., "Engage with influencers' posts"]
- **Wednesday**: [Activity - e.g., "Join Twitter Space or LinkedIn Live"]
- **Friday**: [Activity - e.g., "Start weekend conversation thread"]
---
**Reactive Engagement** (responding):
**Response Protocols**:
**Comments on Your Posts**:
- **Goal**: Respond to [X%] of comments within [X hours]
- **Priority**: Answer questions first, then engage with insights
- **Tone**: [Conversational, helpful, aligned with brand voice]
**Mentions/Tags**:
- **Goal**: Respond to [X%] within [X hours]
- **Types**:
- Positive: Thank and amplify (retweet, share to story)
- Questions: Answer helpfully, DM if sensitive
- Negative: Address publicly if valid, take to DM if hostile
**DMs**:
- **Goal**: Respond within [X hours during business hours]
- **Types**:
- Questions: Answer or direct to support
- Partnership inquiries: Qualify and route appropriately
- Sales pitches: Polite decline or ignore
**Negative Feedback**:
- **Process**:
1. Acknowledge the concern publicly
2. Apologize if appropriate (don't be defensive)
3. Offer to resolve in DM or support channel
4. Follow up publicly when resolved
- **Escalation**: [When to involve founder, PR team]
---
### Community Building Tactics
**Recurring Community Rituals**:
**Weekly**:
- **#MondayMotivation** (or similar): [What you'll post every Monday]
- **#WednesdayWisdom**: [Weekly tip or insight]
- **#FridayWins**: [Invite community to share wins]
**Monthly**:
- **AMA (Ask Me Anything)**: [First Friday of month, 1 hour live Q&A]
- **Community Spotlight**: [Feature a customer/follower monthly]
- **Monthly Recap**: [Share wins, learnings, what's next]
**Quarterly**:
- **Challenges/Campaigns**: [E.g., "30-day challenge", "Share your story"]
- **Virtual Events**: [Twitter Spaces, Instagram Lives, LinkedIn Events]
---
**User-Generated Content (UGC)**:
**UGC Strategy**:
- **Encourage**: Create branded hashtag [#YourBrandHashtag]
- **Incentivize**: [Contest, feature on your page, swag]
- **Curate**: Repost best UGC (with permission and credit)
- **Example Campaign**: "[Campaign name - e.g., 'Show us how you use [product]']"
**Permissions**:
- Always ask: "Can we share this on our page?"
- Credit: Tag original creator
- Tools: Rights management platform if high volume
---
## 7. Influencer & Partnership Strategy
### Influencer Tiers
**Micro-Influencers** (1K-100K followers):
- **Why**: High engagement, niche audiences, affordable
- **Target**: [X partnerships in next 6 months]
- **Budget**: $[X] per partnership or product exchange
**Mid-Tier** (100K-1M):
- **Why**: Broader reach, credibility
- **Target**: [X partnerships]
- **Budget**: $[X] per partnership
**Industry Experts/Thought Leaders**:
- **Why**: Authority, credibility, not follower count
- **Target**: [X partnerships]
- **Approach**: [Co-created content, not paid ads]
---
### Target Influencer List
| Name | Platform | Followers | Engagement | Why Relevant | Outreach Status |
|------|----------|-----------|------------|--------------|-----------------|
| [Name 1] | [Platform] | Xk | X% | [Reason] | [Status] |
| [Name 2] | [Platform] | Xk | X% | [Reason] | [Status] |
| [Name 3] | [Platform] | Xk | X% | [Reason] | [Status] |
[List 10-20 specific influencers]
---
### Collaboration Formats
**Co-Created Content**:
- **Format**: [Joint live stream, interview, guest post exchange]
- **Value Exchange**: [What they get, what you get]
- **Example**: "[Describe specific collaboration idea]"
**Mentions/Shoutouts**:
- **Format**: [Tag them in relevant post, quote them]
- **Frequency**: [As appropriate, not spammy]
- **Example**: "Love this insight from @influencer on [topic]..."
**Takeovers**:
- **Format**: [Influencer posts on your account for a day]
- **Frequency**: [Monthly or quarterly]
- **Example**: "[Influencer] takes over our Instagram Stories to share [topic]"
**Paid Sponsorships** (if budget allows):
- **Budget**: $[X/month]
- **Deliverables**: [X posts, X stories, X mentions]
- **Performance**: [Track with UTM links, promo codes]
---
### Outreach Process
**Step 1: Research**:
- Identify influencers aligned with brand values
- Check engagement rate (>3% is good)
- Review content quality and audience fit
**Step 2: Warm-Up**:
- Engage with their content (like, comment) for 1-2 weeks
- Build relationship before ask
**Step 3: Outreach**:
- **Channel**: [DM on platform, email, mutual intro]
- **Message Template**:
Hi [Name],
I've been following your content on [topic] and love your insights on [specific example].
I'm [your name] from [company]. We're working on [brief description] and I think our audiences overlap.
Would you be interested in [collaboration idea: co-creating content, interview, guest post]?
Happy to share more details if this sounds interesting!
Best, [Your name]
**Step 4: Follow-Up**:
- If no response in 7 days, send gentle follow-up
- Don't spam, respect their time
**Step 5: Collaboration**:
- Clear expectations (deliverables, timeline, approval process)
- Make it easy for them (provide talking points, assets)
- Promote their content too (reciprocity)
---
## 8. Content Production Workflow
### Content Creation Process
**Weekly Workflow**:
**Monday** (Planning - 1 hour):
- Review analytics from previous week (what worked?)
- Brainstorm content ideas for upcoming week
- Assign to content calendar
- Identify trending topics to join
**Tuesday-Thursday** (Creation - 4-6 hours):
- Batch create content:
- Write copy (all platforms)
- Design graphics (Canva, Figma)
- Edit videos (CapCut, Descript)
- Tools: [List specific tools you'll use]
**Friday** (Scheduling & Review - 2 hours):
- Schedule content for next week (Buffer, Hootsuite)
- Get approval if needed (founder, legal)
- Queue up in scheduling tool
- Review upcoming week's calendar
**Daily** (Engagement - 1-2 hours):
- Post any real-time/trending content
- Engage with comments, mentions, DMs
- Proactive engagement (comment on others' posts)
**Total Time**: [X] hours/week
---
### Content Approval Process
**Who Approves**:
- [Role - e.g., "Founder approves thought leadership posts"]
- [Role - e.g., "Marketing lead approves all other content"]
- [Role - e.g., "Legal reviews anything sensitive (data, claims, compliance)"]
**Approval Flow**:
1. Draft content in [Google Docs, Notion, content calendar tool]
2. Request approval via [email, Slack, comment]
3. Iterate based on feedback
4. Final approval → Schedule
**Turnaround Time**: [X business days for approval]
---
### Tools & Budget
**Content Creation**:
| Tool | Purpose | Cost |
|------|---------|------|
| [Canva Pro] | Graphics | $[X/mo] |
| [CapCut/Descript] | Video editing | $[X/mo] |
| [Unsplash/Pexels] | Stock photos | Free |
**Scheduling & Management**:
| Tool | Purpose | Cost |
|------|---------|------|
| [Buffer/Hootsuite] | Schedule posts | $[X/mo] |
| [Notion/Airtable] | Content calendar | $[X/mo] |
**Analytics**:
| Tool | Purpose | Cost |
|------|---------|------|
| Native analytics | Platform insights | Free |
| [Sprout Social/Later] | Cross-platform | $[X/mo] |
**Listening & Monitoring**:
| Tool | Purpose | Cost |
|------|---------|------|
| [Brand24/Mention] | Brand mentions | $[X/mo] |
| [Google Alerts] | News mentions | Free |
**Total Monthly Tool Budget**: $[X]
---
## 9. Paid Social Strategy
[Include if user has budget for paid social, otherwise state "Focus on organic growth"]
### Paid Social Budget
**Total Monthly Budget**: $[X]
**Budget Allocation**:
| Platform | Monthly Budget | Objective | Expected Results |
|----------|----------------|-----------|------------------|
| [Platform 1] | $X | [Awareness/Traffic/Conversions] | [X impressions, X clicks, X leads] |
| [Platform 2] | $X | [Objective] | [Results] |
| [Platform 3] | $X | [Objective] | [Results] |
---
### Campaign Strategy
**Campaign 1: [Name]** (e.g., Boost Top Content)
- **Objective**: [Awareness, engagement, traffic]
- **Budget**: $[X/month]
- **Strategy**: Boost organic posts that perform well (>X engagement rate)
- **Targeting**: [Audience - job titles, interests, lookalikes]
- **Expected Results**: [X impressions, X engagement, $X CPC]
**Campaign 2: [Name]** (e.g., Lead Generation)
- **Objective**: [Conversions]
- **Budget**: $[X/month]
- **Strategy**: Lead gen ads with gated content (guide, webinar, tool)
- **Targeting**: [Specific audience]
- **Expected Results**: [X leads, $X CAC]
**Campaign 3: [Name]** (e.g., Retargeting)
- **Objective**: [Conversions]
- **Budget**: $[X/month]
- **Strategy**: Retarget website visitors with social proof, testimonials
- **Targeting**: [Website visitors (pixel), email list upload]
- **Expected Results**: [X% conversion rate]
---
### Paid Social Best Practices
**Creative Best Practices**:
- Use video (gets 2-3x engagement vs static images)
- Test multiple creatives per campaign (A/B test)
- Include clear CTA (Learn More, Sign Up, Download)
- Mobile-first (80% of social is mobile)
**Targeting Best Practices**:
- Start broad, narrow based on performance
- Use lookalike audiences (upload customer email list)
- Exclude converters (don't waste budget on existing customers)
**Optimization**:
- Review performance weekly
- Pause underperforming ads (CPC >$X or CTR <X%)
- Scale winners (increase budget on high-performers)
- Refresh creative every 4-6 weeks (combat ad fatigue)
---
## 10. Metrics & Measurement
### Social Media Analytics Dashboard
**Platform Performance** (Month-over-Month):
**[Platform 1 - e.g., LinkedIn]**:
| Metric | Month 1 | Month 2 | Month 3 | Month 6 | Status |
|--------|---------|---------|---------|---------|--------|
| Followers | X | X | X | X | [🟢/🟡/🔴] |
| Impressions | X | X | X | X | [Status] |
| Engagement Rate | X% | X% | X% | X% | [Status] |
| Click-Through Rate | X% | X% | X% | X% | [Status] |
| Website Traffic | X | X | X | X | [Status] |
| Leads | X | X | X | X | [Status] |
**[Platform 2]**:
[Same structure]
**[Platform 3]**:
[Same structure]
---
### Content Performance Analysis
**Top-Performing Posts** (by engagement):
1. [Post topic/format]: [X likes, X comments, X shares, X% engagement]
- **Why it worked**: [Insight]
2. [Post]: [Metrics]
- **Why it worked**: [Insight]
3. [Post]: [Metrics]
- **Why it worked**: [Insight]
**Top-Performing Content Types**:
1. [Format - e.g., "Carousel posts"]: [Avg X% engagement]
2. [Format]: [Avg X% engagement]
3. [Format]: [Avg X% engagement]
**Insights**:
- [Insight 1: e.g., "Video posts get 3x more shares than images"]
- [Insight 2: e.g., "Questions in captions drive 2x more comments"]
- [Insight 3: e.g., "Posts on Tuesday 9am perform best"]
**Action Items**:
- [Action 1: e.g., "Create more video content"]
- [Action 2: e.g., "Always include question in caption"]
- [Action 3: e.g., "Schedule top content for Tuesday mornings"]
---
### Monthly Reporting
**Report Components**:
**1. Executive Summary**:
- Key wins (viral post, follower milestone, media mention)
- Key challenges (engagement drop, negative feedback)
- Key learnings (what worked, what didn't)
**2. Metrics Dashboard**:
- Followers, reach, engagement vs targets
- Traffic and leads from social
- Top-performing content
**3. Platform Performance**:
- Breakdown by platform (which platforms are working?)
- Budget allocation (if paid social)
**4. Competitive Benchmarking**:
- How do you compare to competitors?
- Share of voice (% of industry conversation)
**5. Next Month Plan**:
- Content priorities
- Campaigns/initiatives
- Experiments to run
**Report Frequency**: [Monthly to stakeholders]
---
## 11. Tools & Resources
### Social Media Tool Stack
**Scheduling & Publishing**:
- **Tool**: [Buffer, Hootsuite, Later, Sprout Social]
- **Cost**: $[X/month]
- **Why**: [Reason - e.g., "Schedule across platforms, analytics, team collaboration"]
**Content Creation**:
- **Design**: [Canva Pro, Figma, Adobe Creative Suite]
- **Video**: [CapCut, Descript, iMovie, Adobe Premiere]
- **Photos**: [Unsplash, Pexels, iPhone camera]
- **Cost**: $[X/month total]
**Analytics**:
- **Platform Native**: [Free - LinkedIn Analytics, Twitter Analytics, Instagram Insights]
- **Third-Party**: [Sprout Social, Later, Buffer - cross-platform dashboard]
- **Cost**: $[X/month]
**Listening & Monitoring**:
- **Brand Mentions**: [Brand24, Mention, Hootsuite]
- **Competitor Tracking**: [Socialbakers, Sprout Social]
- **Alerts**: [Google Alerts, Talkwalker]
- **Cost**: $[X/month]
**Collaboration**:
- **Content Calendar**: [Notion, Airtable, Google Sheets]
- **Approval**: [Slack, email, native commenting]
- **Asset Storage**: [Google Drive, Dropbox, Notion]
- **Cost**: $[X/month]
**Total Monthly Tool Budget**: $[X]
---
### Team & Resources
**Team Structure**:
**Option 1: Solo Founder**:
- **Role**: Content creator, community manager
- **Time**: [X hours/week]
- **Tools**: Canva, scheduling tool, analytics
- **Output**: [X posts/week across 2 platforms]
**Option 2: Small Team**:
- **Social Media Manager** (1 person): Strategy, content creation, community management
- **Designer** (freelance): Graphics, video editing
- **Founder/SME**: Thought leadership content, approvals
- **Time**: [X hours/week total]
- **Output**: [X posts/week across 3 platforms]
**Option 3: Growth Team**:
- **Social Media Lead**: Strategy, team management
- **Content Creators** (2): Platform-specific content
- **Community Manager**: Engagement, customer support
- **Designer**: Graphics, video, creative
- **Time**: [X hours/week total]
- **Output**: [X posts/week across 4+ platforms]
**Your Team**: [Describe current setup]
---
## 12. Implementation Roadmap
### Month 1: Foundation
**Week 1-2: Setup**:
- [ ] Audit current social media presence
- [ ] Set up/optimize profiles (bio, images, links)
- [ ] Set up analytics tracking
- [ ] Configure scheduling tools
- [ ] Create content templates
**Week 3-4: Launch**:
- [ ] Publish 3-5 posts/week (start slow)
- [ ] Engage daily (comments, replies, proactive engagement)
- [ ] Monitor analytics (what's working?)
- [ ] Iterate on content mix
**Month 1 Goals**:
- Establish consistent posting cadence
- Baseline all metrics
- Identify what content resonates
---
### Month 2-3: Momentum
**Content Production**:
- [ ] Increase to target posting frequency
- [ ] Test content formats (video, carousel, long-form, etc.)
- [ ] Batch create 2 weeks of content at a time
**Community Building**:
- [ ] Launch recurring content series (e.g., weekly thread)
- [ ] Engage with 10+ accounts daily
- [ ] Join conversations (hashtags, trending topics)
**Experimentation**:
- [ ] Test posting times (find optimal schedule)
- [ ] Test content types (identify top performers)
- [ ] Test CTAs (what drives clicks/conversions?)
**Month 2-3 Goals**:
- Grow followers [X%]
- Achieve [X%] engagement rate
- Drive [X] website clicks/month
---
### Month 4-6: Scale & Optimize
**Scale**:
- [ ] Launch influencer partnerships (if applicable)
- [ ] Run paid social campaigns (if budget)
- [ ] Create content series or campaigns
**Optimize**:
- [ ] Double down on top-performing content/platforms
- [ ] Refresh underperforming content
- [ ] Update strategy based on data
**Advanced Tactics**:
- [ ] Host Twitter Space / LinkedIn Live / Instagram Live
- [ ] Launch UGC campaign
- [ ] Create branded hashtag
**Month 4-6 Goals**:
- Achieve target follower count ([X])
- Sustain [X%] engagement rate
- Generate [X] leads/month from social
---
### Ongoing: Month 7+
**Goals**:
- Consistent posting and engagement
- Thought leadership established
- Social as top 3 traffic/lead source
**Focus Areas**:
- Community-led growth (advocates, UGC, referrals)
- Platform expansion (test new platforms)
- Advanced tactics (events, partnerships, paid scale)
---
## Quality Review Checklist
Before finalizing, verify:
- [ ] Social media goals defined (3-5 goals with metrics)
- [ ] Target audience social habits mapped (platforms, times, content preferences)
- [ ] Platform selection complete (2-3 primary platforms with rationale)
- [ ] Platform-specific strategies documented (content mix, posting schedule, best practices)
- [ ] 3-5 content pillars defined with topics and examples
- [ ] 90-day content calendar created (monthly themes, weekly posts)
- [ ] Engagement strategy covers proactive and reactive tactics
- [ ] Influencer partnership strategy (if applicable) with target list
- [ ] Content production workflow documented (ideation → posting)
- [ ] Metrics dashboard with Month 3 and Month 6 targets
- [ ] Tools and budget planned (creation, scheduling, analytics)
- [ ] Implementation roadmap with monthly milestones
- [ ] Report is comprehensive analysis
- [ ] Tone is tactical and platform-specific (not generic)
---
## Integration with Other Skills
**Upstream Dependencies** (use outputs from):
- `customer-persona-builder` → Target personas, social habits, content preferences
- `brand-identity-designer` → Brand voice, tone, visual identity
- `content-marketing-strategist` → Content pillars, messaging themes
- `product-positioning-expert` → Positioning statement, key messages
- `go-to-market-planner` → Target channels, audience segments
**Downstream Skills** (feed into):
- `community-building-strategist` → Social as community hub
- `email-marketing-architect` → Social to email funnel
- `growth-hacking-playbook` → Social as acquisition channel
- `content-marketing-strategist` → Social amplifies content
---
*Generated with StratArts - Business Strategy Skills Library*
*Next recommended skill: `community-building-strategist` for deeper community engagement or `email-marketing-architect` for converting social followers*
---
## HTML Output Verification
After generating output, verify these elements are present and correctly formatted:
### Structure Verification
- [ ] DOCTYPE html declaration present
- [ ] Chart.js v4.4.0 CDN in head
- [ ] Header with `.header-content` gradient container (emerald #10b981)
- [ ] Score banner with 3-column grid layout (posts/week, interpretation, verdict)
- [ ] All content sections with `.section` wrapper
- [ ] Footer with generation timestamp
### Social Media Elements Verification
- [ ] Goals grid displays 3 prioritized goals with targets
- [ ] Platform Selection Matrix shows all evaluated platforms with /40 scores
- [ ] Each platform card displays 4 criteria scores (Audience, Content, Competition, Resources)
- [ ] Platform priority badges (Primary, Secondary, Experimental) present
- [ ] Platform-specific strategy cards include content mix percentages
- [ ] Strategy cards include format mix percentages
- [ ] Weekly posting schedule with days, times, and content types
- [ ] Content pillars grid with percentage allocation totaling 100%
- [ ] Each pillar shows theme and topic list
- [ ] 90-day calendar with 3 monthly sections
- [ ] Each month has themed focus and sample posts
- [ ] Calendar table includes Day, Platform, Content Type, Topic columns
- [ ] Engagement strategy shows daily routine with times
- [ ] Weekly community rituals defined
- [ ] Influencer cards with name, handle, followers, and relevance
- [ ] Metrics dashboard with 8 KPIs showing current vs target
- [ ] Implementation roadmap with 3 phases (Foundation, Momentum, Scale)
### Chart Verification
- [ ] `platformScoreChart` renders as radar with all platform datasets
- [ ] `effortChart` renders as doughnut showing Primary/Secondary/Experimental split
- [ ] `contentMixChart` renders as doughnut with all pillars
- [ ] `weeklyPostsChart` renders as horizontal bar with posts/pillar
- [ ] `growthChart` renders as line with projections for each platform
- [ ] All charts use StratArts color scheme (emerald primary)
- [ ] Chart legends positioned appropriately
- [ ] Chart tooltips functional
### Data Completeness
- [ ] Product name appears in header and throughout
- [ ] Posts per week total calculated correctly
- [ ] Verdict reflects strategy strength (e.g., "THOUGHT LEADER")
- [ ] Platform scores sum to /40 correctly
- [ ] Content pillar percentages sum to 100%
- [ ] All metrics have current and target values
- [ ] Follower growth projections for all 6 months
- [ ] All influencer targets have specific handles/names
Now begin with Step 1!