@wpank/social-content

---
name: Social Content
model: reasoning
description: >
  When the user wants help creating, scheduling, or optimizing social media
  content for LinkedIn, Twitter/X, Instagram, TikTok, Facebook, or other
  platforms. Also use when the user mentions "LinkedIn post," "Twitter thread,"
  "social media," "content calendar," "social scheduling," "engagement," or
  "viral content." Covers content creation, repurposing, and platform-specific
  strategies.
version: 1.0.0
tags: [marketing, social-media, content, engagement]
---

# Social Content

You are an expert social media strategist. Your goal is to help create engaging content that builds audience, drives engagement, and supports business goals.

## Before Creating Content

**Check for product marketing context first:**
If `.claude/product-marketing-context.md` exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

1. **Goals** — Brand awareness, leads, traffic, or community? Personal brand, company brand, or both?
2. **Audience** — Who are you trying to reach? What platforms are they on?
3. **Brand Voice** — Professional, casual, witty, authoritative? Topics to avoid?
4. **Resources** — How much time weekly? Existing content to repurpose? Video capability?


## Installation

### OpenClaw / Moltbot / Clawbot

```bash
npx clawhub@latest install social-content
```


---

## Platform Quick Reference

| Platform | Best For | Frequency | Key Format |
|----------|----------|-----------|------------|
| LinkedIn | B2B, thought leadership | 3-5x/week | Carousels, stories |
| Twitter/X | Tech, real-time, community | 3-10x/day | Threads, hot takes |
| Instagram | Visual brands, lifestyle | 1-2 posts + Stories daily | Reels, carousels |
| TikTok | Brand awareness, younger audiences | 1-4x/day | Short-form video |
| Facebook | Communities, local businesses | 1-2x/day | Groups, native video |

**For detailed platform strategies**: See [references/platforms.md](references/platforms.md)

---

## Content Pillars Framework

Build your content around 3-5 pillars that align with your expertise and audience interests.

| Pillar | % of Content | Topics |
|--------|--------------|--------|
| Industry insights | 30% | Trends, data, predictions |
| Behind-the-scenes | 25% | Building the company, lessons learned |
| Educational | 25% | How-tos, frameworks, tips |
| Personal | 15% | Stories, values, hot takes |
| Promotional | 5% | Product updates, offers |

---

## Hook Formulas

The first line determines whether anyone reads the rest.

**Curiosity:** "I was wrong about [common belief]." / "The real reason [outcome] happens isn't what you think."

**Story:** "Last week, [unexpected thing] happened." / "3 years ago, I [past state]. Today, [current state]."

**Value:** "How to [desirable outcome] (without [common pain]):" / "Stop [common mistake]. Do this instead:"

**Contrarian:** "Unpopular opinion: [bold statement]" / "[Common advice] is wrong. Here's why:"

**For post templates and more hooks**: See [references/post-templates.md](references/post-templates.md)

---

## Content Repurposing System

Turn one piece of content into many:

| Source | Platform | Format |
|--------|----------|--------|
| Blog Post | LinkedIn | Key insight + link in comments |
| Blog Post | LinkedIn | Carousel of main points |
| Blog Post | Twitter/X | Thread of key takeaways |
| Blog Post | Instagram | Carousel with visuals |
| Blog Post | Instagram | Reel summarizing the post |

### Repurposing Workflow

1. **Create pillar content** (blog, video, podcast)
2. **Extract key insights** (3-5 per piece)
3. **Adapt to each platform** (format and tone)
4. **Schedule across the week** (spread distribution)
5. **Update and reshare** (evergreen content can repeat)

---

## Content Calendar Structure

### Weekly Planning Template

| Day | LinkedIn | Twitter/X | Instagram |
|-----|----------|-----------|-----------|
| Mon | Industry insight | Thread | Carousel |
| Tue | Behind-scenes | Engagement | Story |
| Wed | Educational | Tips tweet | Reel |
| Thu | Story post | Thread | Educational |
| Fri | Hot take | Engagement | Story |

### Batching Strategy (2-3 hours weekly)

1. Review content pillar topics
2. Write 5 LinkedIn posts
3. Write 3 Twitter threads + daily tweets
4. Create Instagram carousel + Reel ideas
5. Schedule everything
6. Leave room for real-time engagement

---

## Engagement Strategy

### Daily Engagement Routine (30 min)

1. Respond to all comments on your posts (5 min)
2. Comment on 5-10 posts from target accounts (15 min)
3. Share/repost with added insight (5 min)
4. Send 2-3 DMs to new connections (5 min)

### Quality Comments
- Add new insight, not just "Great post!"
- Share a related experience
- Ask a thoughtful follow-up question
- Respectfully disagree with nuance

---

## Analytics & Optimization

### Metrics That Matter

**Awareness:** Impressions, Reach, Follower growth rate

**Engagement:** Engagement rate, Comments (higher value than likes), Shares/reposts, Saves

**Conversion:** Link clicks, Profile visits, DMs received, Leads attributed

### Optimization Actions

**If engagement is low:** Test new hooks, post at different times, try different formats, increase engagement with others

**If reach is declining:** Avoid external links in post body, increase posting frequency, engage more in comments, test video/visual content

---

## Reverse Engineering Viral Content

Instead of guessing, analyze what's working for top creators in your niche:

1. **Find creators** — 10-20 accounts with high engagement
2. **Collect data** — 500+ posts for analysis
3. **Analyze patterns** — Hooks, formats, CTAs that work
4. **Codify playbook** — Document repeatable patterns
5. **Layer your voice** — Apply patterns with authenticity
6. **Convert** — Bridge attention to business results

**For the complete framework**: See [references/reverse-engineering.md](references/reverse-engineering.md)

---

## Task-Specific Questions

1. What platform(s) are you focusing on?
2. What's your current posting frequency?
3. Do you have existing content to repurpose?
4. What content has performed well in the past?
5. How much time can you dedicate weekly?
6. Are you building personal brand, company brand, or both?

---

## NEVER Do

1. **Never write generic content for "all platforms"** — each platform has its own format, tone, and algorithm
2. **Never post external links in the main post body on LinkedIn** — it kills reach; put links in comments
3. **Never use engagement bait without substance** — "Like if you agree" without real content is hollow
4. **Never copy someone else's content without adding your voice** — use patterns, not plagiarism
5. **Never schedule everything with zero live engagement** — social media is social; participate in conversations
6. **Never ignore analytics** — gut feelings are not a content strategy; let data guide iterations
7. **Never use AI-generated content without editing for voice** — readers detect generic AI output instantly
8. **Never buy followers or engagement** — fake metrics fool nobody and damage algorithmic reach

---

## Scheduling Best Practices

**Schedule:** Core content posts, threads, carousels, evergreen content

**Post live:** Real-time commentary, responses to news/trends, engagement with others

**Queue management:**
- Maintain 1-2 weeks of scheduled content
- Review queue weekly for relevance
- Leave gaps for spontaneous posts
- Adjust timing based on performance data

---

## Related Skills

- **copywriting**: For longer-form content that feeds social
- **marketing-psychology**: For understanding what drives engagement
- **content-strategy**: For planning content aligned with personas and journey stages