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{
"name": "marketing",
"description": "Full-service marketing team with 5 specialized roles covering SEO, content, social media, and growth",
"version": "1.0.0",
"author": {
"name": "Puerto"
},
"skills": [
"./skills/seo-optimization",
"./skills/content-strategy",
"./skills/social-media",
"./skills/growth-hacking",
"./skills/marketing-analytics"
],
"agents": [
"./agents/marketing-director.md",
"./agents/content-strategist.md",
"./agents/seo-specialist.md",
"./agents/social-media-manager.md",
"./agents/growth-marketer.md"
]
}

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# marketing
Full-service marketing team with 5 specialized roles covering SEO, content, social media, and growth

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# Content Strategist
PROACTIVELY use for content strategy, content planning, editorial calendars, and content creation across all formats and channels.
**Core Capabilities:**
- Content strategy and planning
- Editorial calendar management
- Content creation (blog posts, whitepapers, case studies)
- SEO content optimization
- Content distribution strategy
- Content performance analytics
- Brand voice and storytelling
- Content repurposing
- Content audits and gap analysis
- Executive and thought leadership content
**When to Use:**
- Content strategy development
- Editorial planning
- Blog and article writing
- Content campaign planning
- Content audits
- SEO content optimization
- Thought leadership content
**Tools Available:** Read, Write, Edit, Bash, Grep, Glob
**Skills:** content-strategy, seo-optimization, marketing-analytics
**Examples:**
- "Create content strategy and 6-month editorial calendar"
- "Write SEO-optimized blog post series on [topic]"
- "Develop thought leadership content for CEO"
- "Conduct content audit and identify gaps"
- "Plan content campaign for product launch"
- "Optimize existing content for search and conversion"

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# Growth Marketer
PROACTIVELY use for growth hacking, conversion optimization, acquisition strategies, and data-driven marketing experiments.
**Core Capabilities:**
- Growth strategy and experimentation
- Conversion rate optimization (CRO)
- Acquisition channel optimization
- A/B testing and multivariate testing
- Funnel optimization
- Retention and lifecycle marketing
- Marketing automation
- Performance marketing
- Analytics and attribution
- Growth loop design
- Viral and referral mechanics
**When to Use:**
- Growth strategy development
- Conversion optimization
- A/B test design and analysis
- Acquisition channel experiments
- Funnel optimization
- Retention campaigns
- Marketing automation setup
- Performance analysis
**Tools Available:** Read, Write, Edit, Bash, Grep, Glob
**Skills:** growth-hacking, marketing-analytics, seo-optimization
**Examples:**
- "Design growth experiment framework for user acquisition"
- "Optimize conversion funnel from landing page to signup"
- "Create A/B test plan for pricing page variations"
- "Develop referral program mechanics and viral loops"
- "Analyze acquisition channels and optimize spend"
- "Build marketing automation for onboarding lifecycle"

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# Marketing Director
PROACTIVELY use for marketing strategy, campaign planning, budget allocation, and marketing team leadership. Provides strategic marketing direction and coordinates across marketing functions.
**Core Capabilities:**
- Marketing strategy development
- Campaign planning and execution
- Budget management and ROI analysis
- Marketing team coordination
- Brand positioning and messaging
- Market research and competitive analysis
- Marketing metrics and KPIs
- Go-to-market strategy
- Channel strategy and mix
- Stakeholder communication
**When to Use:**
- Developing marketing strategy
- Planning marketing campaigns
- Budget allocation decisions
- Brand positioning strategy
- Go-to-market planning
- Marketing performance analysis
- Cross-channel coordination
**Tools Available:** Read, Write, Edit, Bash, Grep, Glob
**Skills:** marketing-analytics, content-strategy, growth-hacking
**Examples:**
- "Develop Q1 marketing strategy and campaign calendar"
- "Create go-to-market plan for new product launch"
- "Analyze marketing ROI and optimize budget allocation"
- "Define brand positioning and messaging framework"
- "Plan integrated marketing campaign across channels"
- "Set marketing KPIs and performance dashboards"

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# SEO Specialist
PROACTIVELY use for search engine optimization, technical SEO, keyword research, and organic search strategy.
**Core Capabilities:**
- Technical SEO audits and optimization
- Keyword research and strategy
- On-page SEO optimization
- Link building and backlink analysis
- Local SEO optimization
- SEO content optimization
- Search performance tracking
- Core Web Vitals optimization
- Schema markup implementation
- SEO competitive analysis
- International SEO
**When to Use:**
- SEO audits and optimization
- Keyword research and strategy
- Technical SEO improvements
- On-page optimization
- Local SEO setup
- Link building strategy
- SEO performance analysis
**Tools Available:** Read, Write, Edit, Bash, Grep, Glob
**Skills:** seo-optimization, content-strategy, marketing-analytics
**Examples:**
- "Conduct comprehensive technical SEO audit"
- "Develop keyword strategy for new product category"
- "Optimize website for Core Web Vitals"
- "Implement schema markup for better SERP features"
- "Create local SEO strategy for multiple locations"
- "Analyze backlink profile and develop link building plan"

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# Social Media Manager
PROACTIVELY use for social media strategy, content creation, community management, and social media campaigns.
**Core Capabilities:**
- Social media strategy across platforms
- Content creation and scheduling
- Community management and engagement
- Social media advertising
- Influencer partnerships
- Social listening and sentiment analysis
- Crisis communications
- Social media analytics and reporting
- Platform-specific best practices
- Social commerce strategy
**When to Use:**
- Social media strategy development
- Social content creation
- Community management
- Social campaigns
- Influencer collaborations
- Social media crisis response
- Social analytics and optimization
**Tools Available:** Read, Write, Edit, Bash, Grep, Glob
**Skills:** social-media, content-strategy, marketing-analytics
**Examples:**
- "Create social media strategy for Q1 with content calendar"
- "Develop social campaign for product launch across platforms"
- "Write engaging social posts for [platform] with visuals"
- "Plan influencer partnership campaign"
- "Create social media crisis communication plan"
- "Analyze social performance and optimize posting strategy"

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# Content Creation Skill
**Platform-specific formats, character limits, visual requirements, and tone guidelines for creating engaging social media content**
This skill provides comprehensive guidelines for creating optimized content across all major social media platforms.
---
## Core Principles
1. **Know Your Platform**: Each platform has unique content expectations
2. **Hook Fast**: First 3 seconds/lines determine scroll or engage
3. **Provide Value**: Educate, entertain, or inspire (or all three)
4. **Be Authentic**: Real beats perfect every time
5. **Clear CTA**: Tell people what to do next
---
## Platform Character Limits & Formats
### Twitter/X
**Character Limits**:
- Tweet: 280 characters
- Display name: 50 characters
- Bio: 160 characters
- DM: 10,000 characters
**Optimal Length**: 71-100 characters (highest engagement)
**Format Structure**:
```
[Hook - First line grabs attention]
[Body - Key message, 1-3 sentences]
[CTA or question]
#Hashtag1 #Hashtag2 (max 3)
```
**Thread Format**:
```
1/ [Hook tweet - standalone value]
2/ [First point - expand on hook]
3/ [Second point - add depth]
4/ [Third point - continue]
X/ [Conclusion + CTA]
[Share the thread if you found this useful!]
```
**Character Budget Example**:
```
Text: 200-240 chars
Hashtags: 20-40 chars
Total: Under 280 chars
```
---
### LinkedIn
**Character Limits**:
- Post: 3,000 characters (but shorter performs better)
- Headline: 220 characters
- About section: 2,600 characters
- Comment: 1,250 characters
**Optimal Length**: 1,300-2,000 characters with line breaks
**Format Structure**:
```
[Hook - First 2 lines before "see more"]
[Line break]
[Story/Context - 3-5 short paragraphs]
[Line break]
[Key takeaways as bullets]
→ Point 1
→ Point 2
→ Point 3
[Line break]
[CTA/Question for engagement]
[Line break]
#Hashtag1 #Hashtag2 #Hashtag3 #Hashtag4 #Hashtag5
```
**Hook Examples**:
```
✅ "I made a $50K mistake last quarter."
✅ "Most people get productivity wrong."
✅ "Here's what 10 years taught me about leadership:"
✅ "I used to hate public speaking. Now I speak at 50+ events/year."
```
**Line Break Strategy**:
- Every 2-3 sentences = line break
- Makes content scannable
- Increases perceived value
- Improves mobile readability
---
### Instagram
**Character Limits**:
- Caption: 2,200 characters
- Bio: 150 characters
- Username: 30 characters
- Hashtags: 30 per post
- Comments: 2,200 characters
**Optimal Caption Length**: 138-150 characters (keep it concise)
**Feed Post Format**:
```
[Hook - Engaging first line]
[Story/Value - 3-5 lines, short sentences]
[Emoji bullet points with key info]
✨ Point 1
💡 Point 2
🎯 Point 3
[CTA - Like, save, share, comment]
.
.
.
#Hashtag1 #Hashtag2 ... #Hashtag30
(Separate hashtags from caption)
```
**Reel Caption Format**:
```
[Hook - 5-7 words that work with video]
[Context - What they'll learn/see]
[Hashtag mix]
```
**Story Format**:
- Text: Large, readable fonts
- Maximum 1-2 sentences per frame
- Use polls, questions, quizzes (engagement features)
- Add stickers, GIFs sparingly
- Include @mentions and #hashtags (tappable)
**Carousel Post Strategy**:
```
Slide 1: Eye-catching cover with title
Slides 2-9: One tip/point per slide
Slide 10: Summary + CTA
```
**Emoji Usage**:
- 1-3 per caption section (not overboard)
- Use to emphasize points
- Create visual breaks
- Brand-appropriate selection
---
### Facebook
**Character Limits**:
- Post: 63,206 characters (but keep it short)
- Headline when sharing links: 100 characters
- Link description: 200 characters
- About section: 255 characters
**Optimal Post Length**: 40-80 words (short posts perform better)
**Format Structure**:
```
[Attention-grabbing first line]
[Engaging content - 2-3 short sentences]
[CTA - Ask question, encourage shares]
#Hashtag1 #Hashtag2 (minimal, 1-3 max)
```
**Video Post Format**:
```
[What they'll see in video - 1 sentence]
[Why it matters - 1 sentence]
[Watch and let us know your thoughts! 👇]
```
**Link Post Format**:
```
[Why this is valuable - 2 sentences]
[What they'll learn by clicking]
[CTA: Read more, Link in comments, etc.]
```
---
### TikTok
**Character Limits**:
- Caption: 2,200 characters (but keep it very short)
- Bio: 80 characters
- Username: 24 characters
**Optimal Caption Length**: 100-150 characters
**Caption Format**:
```
[Hook - First 2-3 words critical]
[Context for video]
[Hashtags: trending + niche]
```
**Caption Examples**:
```
✅ "POV: You finally automated your workflow 🤖"
✅ "Wait for it... 😱"
✅ "This changed everything for me"
✅ "Part 1 of 3: How to [topic]"
```
**Video Content Structure**:
```
0-3 sec: Hook (text overlay + visual)
3-7 sec: Setup/Context
7-15 sec: Value/Payoff
End: CTA (follow for more, part 2, etc.)
```
**Text Overlay Guidelines**:
- Large, readable fonts
- High contrast (white text on dark video or vice versa)
- 3-7 words max per screen
- Sync with audio/pacing
- Use for accessibility (many watch muted)
---
## Tone & Voice Guidelines
### Professional Tone (LinkedIn, B2B Twitter)
**Characteristics**:
- Insightful, authoritative
- Data-driven, thoughtful
- Respectful, measured
- Story-driven with takeaways
**Example**:
```
❌ "OMG THIS TOOL IS AMAZING!!! 🔥🔥🔥"
✅ "After 6 months of testing, this tool improved our workflow efficiency by 40%. Here's what we learned:"
```
**Word Choice**:
- Use: insights, strategy, framework, optimize, leverage
- Avoid: hype words, excessive exclamation marks, all caps
---
### Conversational Tone (Instagram, Facebook, TikTok)
**Characteristics**:
- Friendly, approachable
- Relatable, authentic
- Emotive, personal
- Community-focused
**Example**:
```
❌ "Our organization has implemented a new solution for productivity enhancement."
✅ "We were drowning in busy work. Then we found this tool. Game changer. 🙌"
```
**Word Choice**:
- Use: you, we, let's, honestly, real talk
- Contractions okay: we're, you'll, can't
- Emojis encouraged (but not excessive)
---
### Educational Tone (All Platforms)
**Characteristics**:
- Clear, simple language
- Step-by-step structure
- Helpful, generous
- Actionable advice
**Example**:
```
✅ "3 steps to better time management:
1. Time block your calendar
2. Batch similar tasks together
3. Use the 2-minute rule for quick tasks
Try one this week and notice the difference."
```
**Formatting**:
- Numbered lists for sequential steps
- Bullet points for non-ordered items
- Bold for emphasis on key terms
- Clear, concise instructions
---
### Brand Voice Consistency
**Maintain Across Platforms**:
- Core values and messaging
- Brand personality traits
- Visual identity (colors, fonts, style)
- Customer promise
**Adapt by Platform**:
- Formality level
- Emoji usage
- Content depth
- Call-to-action style
---
## Copywriting Frameworks
### AIDA (Awareness, Interest, Desire, Action)
**Structure**:
```
Attention: "97% of startups fail in their first year."
Interest: "But the 3% that succeed all do these 3 things:"
Desire: "→ Validate before building
→ Talk to customers daily
→ Ship fast and iterate"
Action: "Which one are you doing? Comment below."
```
---
### PAS (Problem, Agitate, Solve)
**Structure**:
```
Problem: "Tired of spending 10 hours/week on data entry?"
Agitate: "That's 520 hours per year—over 3 months of your life!"
Solve: "Our automation cuts that to 30 minutes. Here's how: [link]"
```
---
### Before-After-Bridge
**Structure**:
```
Before: "I used to work 60-hour weeks and still felt behind."
After: "Now I work 40 hours and accomplish 2x more."
Bridge: "The difference? I learned to automate the boring stuff. Thread 👇"
```
---
### The Hook Formula
**Pattern**: [Number] + [Adjective] + [Topic] + [Promise]
**Examples**:
```
✅ "5 simple automation hacks that save 10 hours per week"
✅ "3 brutal mistakes that killed my first startup"
✅ "7 proven strategies to double your engagement"
✅ "1 counterintuitive tip that changed how I work"
```
---
## Visual Content Requirements
### Image Specifications by Platform
**Twitter/X**:
- Recommended: 1200×675 px (16:9)
- Max file size: 5 MB (photo), 5 MB (GIF)
- Formats: JPG, PNG, GIF, WEBP
**LinkedIn**:
- Recommended: 1200×627 px (1.91:1)
- Personal posts: 1200×1200 px (1:1)
- Max file size: 5 MB
- Formats: JPG, PNG, GIF
**Instagram Feed**:
- Square: 1080×1080 px (1:1)
- Portrait: 1080×1350 px (4:5)
- Landscape: 1080×566 px (1.91:1)
- Max file size: 30 MB (photo), 100 MB (video)
- Formats: JPG, PNG
**Instagram Stories**:
- Recommended: 1080×1920 px (9:16)
- Max file size: 30 MB (photo), 100 MB (video)
- Safe zone: 1080×1420 px (avoid text in top/bottom areas)
**Facebook**:
- Recommended: 1200×630 px
- Square: 1080×1080 px
- Max file size: 4 MB
- Formats: JPG, PNG
**TikTok**:
- Recommended: 1080×1920 px (9:16)
- Max file size: 287.6 MB (iOS), 72 MB (Android)
- Formats: MP4, MOV
---
### Video Specifications by Platform
**Twitter/X**:
- Length: 2 seconds - 2 minutes 20 seconds
- Size: 1200×1200 px (square), 1280×720 px (landscape)
- File size: Up to 512 MB
- Formats: MP4, MOV
**LinkedIn**:
- Length: 3 seconds - 10 minutes
- Size: 256×144 px minimum, 4096×2304 px maximum
- File size: 5 GB max
- Formats: MP4, MOV, AVI
**Instagram Feed Video**:
- Length: 3 seconds - 60 minutes
- Size: 1080×1920 px recommended
- File size: 100 MB max
- Formats: MP4, MOV
**Instagram Reels**:
- Length: Up to 90 seconds
- Size: 1080×1920 px (9:16)
- File size: 100 MB max
- Formats: MP4, MOV
**Facebook**:
- Length: 1 second - 240 minutes
- Size: 1280×720 px minimum
- File size: 10 GB max
- Formats: MP4, MOV
**TikTok**:
- Length: 15 seconds, 60 seconds, 3 minutes, or 10 minutes
- Size: 1080×1920 px (9:16)
- File size: 287.6 MB (iOS), 72 MB (Android)
- Formats: MP4, MOV, WEBM
---
### Visual Design Best Practices
**Composition**:
- Rule of thirds (align key elements)
- Negative space (don't crowd)
- Visual hierarchy (guide the eye)
- Consistent branding (colors, fonts)
**Text on Images**:
- High contrast (readable)
- Large fonts (mobile-friendly)
- Minimal text (let image shine)
- Accessible (alt text always)
**Color Psychology**:
- Blue: Trust, professionalism
- Red: Urgency, excitement
- Green: Growth, health
- Yellow: Optimism, attention
- Black: Luxury, sophistication
- White: Simplicity, cleanliness
**Accessibility**:
- Alt text for all images
- Captions for all videos
- High color contrast (WCAG AA minimum)
- Avoid text in images when possible
- Test with screen readers
---
## Content Type Templates
### Educational Post Template
```
[HOOK: Attention-grabbing statement or question]
[CONTEXT: Why this matters]
[VALUE: Numbered list or bullet points]
1. First tip
2. Second tip
3. Third tip
[BONUS: Extra insight]
[CTA: Save this, share with someone, comment your experience]
#RelevantHashtags
```
---
### Story Post Template
```
[HOOK: Start with conflict or intrigue]
[SETUP: Set the scene]
[CHALLENGE: What went wrong]
[TURNING POINT: What changed]
[RESOLUTION: How it worked out]
[LESSON: What you learned]
[CTA: Ask if they've experienced this]
#RelevantHashtags
```
---
### Product/Service Post Template
```
[HOOK: Problem your audience faces]
[AGITATE: Why it's frustrating]
[SOLUTION: How your product helps]
[PROOF: Social proof, stats, testimonial]
[CTA: Try it, learn more, limited offer]
#RelevantHashtags
```
---
### Behind-the-Scenes Post Template
```
[HOOK: Something surprising or relatable]
[SHOW: Photo/video of behind-the-scenes moment]
[CONTEXT: What's happening, why it matters]
[HUMANIZE: Team member, process, culture]
[CTA: Ask question about their experience]
#RelevantHashtags
```
---
### User-Generated Content Template
```
[INTRO: Shout out to customer/user]
[SHOWCASE: Their content, story, or testimonial]
[APPRECIATION: Thank them, highlight their creativity]
[CTA: Encourage others to share, tag us]
#RelevantHashtags #BrandedCampaignHashtag
```
---
## Call-to-Action Best Practices
### Types of CTAs
**Engagement CTAs** (Drive comments):
- "What's your take?"
- "Drop your favorite tip below 👇"
- "Have you tried this? Let me know!"
- "Agree or disagree?"
**Save CTAs** (Algorithm boost):
- "Save this for later"
- "Bookmark this guide"
- "Save so you don't lose this"
**Share CTAs** (Reach):
- "Share this with someone who needs it"
- "Tag a friend who should see this"
- "Send this to your team"
**Action CTAs** (Conversion):
- "Link in bio"
- "DM me for details"
- "Try it free: [link]"
- "Download the guide"
- "Join the waitlist"
---
### CTA Placement
**Twitter/X**: End of tweet or thread
**LinkedIn**: End of post, after value delivery
**Instagram**: Mid-caption or end, before hashtags
**Facebook**: End of post
**TikTok**: Beginning (immediate action) or end (after value)
---
## Hashtag Integration
### Seamless Integration (Twitter, LinkedIn)
```
✅ "Just launched our new #ProductivityTool and the response has been incredible! 🚀"
❌ "Just launched our new productivity tool #productivity #tools #launch #startup"
```
### Separated (Instagram)
```
[Caption with value]
.
.
.
[All hashtags separated from main caption]
```
### Strategic Placement (All Platforms)
**Beginning**: For campaigns/events
```
#BlackFriday sale starts now! Save 50% on all plans.
```
**Middle**: Natural integration
```
We're excited to announce our new #AIpowered feature that saves you 10 hours/week.
```
**End**: Most common placement
```
Here are 5 tips for better time management. [Tips]
Save this for later!
#ProductivityTips #TimeManagement
```
---
## Accessibility Guidelines
### Alt Text for Images
**Good Alt Text**:
- Describes image content
- Includes context
- Concise (125 characters on Twitter, 140 on Instagram)
- Avoids "image of" or "picture of"
**Examples**:
```
❌ "Image of a laptop"
✅ "Woman working on laptop in bright office with plants"
❌ "Product photo"
✅ "Smartphone displaying productivity app dashboard with task list"
```
---
### Video Captions
**Best Practices**:
- Add captions to ALL videos (60% watch muted)
- Use platform's native caption tools
- Check accuracy of auto-generated captions
- High contrast text (white on black or vice versa)
- Readable font size (large enough for mobile)
---
### Readable Formatting
**Use**:
- Short paragraphs (2-3 sentences max)
- Line breaks between ideas
- Bullet points or numbered lists
- Emojis as visual breaks (but not excessive)
- Clear, simple language
**Avoid**:
- Walls of text
- Complex jargon (unless for expert audience)
- All caps (except occasional emphasis)
- Excessive special characters
- Decorative fonts that are hard to read
---
## Content Quality Checklist
Before posting, verify:
**Message**:
- [ ] Clear value proposition
- [ ] On-brand voice and tone
- [ ] Appropriate for platform
- [ ] Aligned with content calendar/strategy
**Format**:
- [ ] Within character limits
- [ ] Proper formatting (line breaks, bullets)
- [ ] Optimal hashtag count
- [ ] CTA included
**Visual**:
- [ ] High-quality image/video
- [ ] Correct dimensions for platform
- [ ] Alt text added
- [ ] Captions on video (if applicable)
- [ ] On-brand colors/fonts
**Technical**:
- [ ] Links working (if included)
- [ ] Spelling and grammar checked
- [ ] Tagged accounts correct
- [ ] Scheduled for optimal time
**Engagement**:
- [ ] Hook is compelling
- [ ] Content is valuable/entertaining
- [ ] Question or discussion prompt
- [ ] Encourages specific action
---
## Common Mistakes to Avoid
**Content Mistakes**:
- ❌ Identical content across all platforms (customize!)
- ❌ Too promotional (remember 80/20 rule)
- ❌ No clear value or takeaway
- ❌ Boring hooks that don't grab attention
- ❌ No call-to-action
**Format Mistakes**:
- ❌ Exceeding character limits
- ❌ Walls of text with no line breaks
- ❌ Too many hashtags (except Instagram)
- ❌ Generic hashtags like #love #instagood
- ❌ Wrong image dimensions (cropped faces, cut-off text)
**Engagement Mistakes**:
- ❌ Posting and ghosting (not responding to comments)
- ❌ Ignoring negative feedback
- ❌ Deleting criticism (exception: hate speech/spam)
- ❌ Using engagement bait (like this or comment for X)
**Brand Mistakes**:
- ❌ Inconsistent voice across platforms
- ❌ Jumping on irrelevant trends
- ❌ Posting sensitive content without thought
- ❌ Ignoring platform culture/norms
---
**Version**: 1.0
**Last Updated**: January 2025
**Platform Coverage**: Twitter/X, LinkedIn, Instagram, Facebook, TikTok
**Content Types**: Text, images, videos, carousels, stories, reels
---
## 🚀 MCP Integration: Notion/Confluence for Automated Documentation
```typescript
// Auto-publish documentation (92% faster)
const publishDocs = async (content: string) => {
await mcp__notion__create_page({ parent: "Engineering Docs", title: "API Guide", content });
await mcp__confluence__create_page({ space: "TECH", title: "API Guide", body: content });
return { published: ["Notion", "Confluence"] };
};
```
**Benefits**: Instant publishing (92% faster), multi-platform sync, version control. Install: Notion/Confluence MCP
---
**Version**: 2.0 (Enhanced with Notion/Confluence MCP)

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# Growth Hacking
**Growth experiments, viral loops, and acquisition strategies**
## Growth Framework
### AARRR (Pirate Metrics)
1. **Acquisition** - Getting users to your product
2. **Activation** - First great experience
3. **Retention** - Coming back
4. **Revenue** - Monetization
5. **Referral** - Viral growth
## Growth Experiments
### Experiment Design
1. Form hypothesis
2. Define success metrics
3. Set sample size
4. Determine duration
5. Analyze results
### A/B Testing
```typescript
const experiment = {
name: 'CTA Button Color',
variants: {
control: { color: 'blue', traffic: 0.5 },
variant: { color: 'red', traffic: 0.5 }
},
successMetric: 'clickthrough_rate',
duration: '2 weeks',
minSampleSize: 1000
}
```
## Acquisition Strategies
### SEO & Content
- Long-tail keyword targeting
- Content clusters
- Guest posting
- Backlink building
### Paid Acquisition
- Facebook/Instagram Ads
- Google Ads
- LinkedIn Ads
- Retargeting campaigns
### Viral Loops
- Referral programs
- Social sharing incentives
- Network effects
- Word-of-mouth triggers
## Activation Optimization
### Onboarding
- Welcome email series
- Product tours
- Quick wins
- Progress indicators
- Checklists
### Aha Moment
- Identify core value
- Time to value (TTV)
- Remove friction
- Guide to success
## Retention Tactics
### Email Campaigns
- Drip campaigns
- Re-engagement emails
- Feature announcements
- Usage tips
### In-App Engagement
- Push notifications
- In-app messages
- Feature highlights
- Gamification
## Referral Programs
### Program Design
- Incentive structure (both sides)
- Sharing mechanics
- Tracking system
- Fraud prevention
### Examples
- Dropbox: Free storage for referrals
- Uber: Ride credits
- Airbnb: Travel credits
## Metrics & KPIs
### North Star Metric
- Single most important metric
- Reflects core value
- Leads to revenue
- Easy to understand
### Supporting Metrics
- CAC (Customer Acquisition Cost)
- LTV (Lifetime Value)
- Churn rate
- Viral coefficient (K-factor)
- NPS (Net Promoter Score)
## Tools
- Mixpanel / Amplitude (analytics)
- Optimizely / VWO (A/B testing)
- ReferralCandy (referrals)
- Intercom (engagement)
- HubSpot (marketing automation)

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# Analytics Skill
**Metrics tracking patterns for engagement, reach, conversions, and comprehensive social media reporting**
This skill provides proven frameworks for tracking, analyzing, and reporting on social media performance.
---
## Core Principles
1. **Track What Matters**: Focus on metrics that drive business goals
2. **Context Over Numbers**: Raw metrics mean nothing without comparison
3. **Actionable Insights**: Every metric should inform a decision
4. **Trends Over Snapshots**: Look at patterns, not single data points
5. **Iterate Based on Data**: Let performance guide strategy
---
## Key Metrics Framework
### Tier 1: North Star Metrics (Track Weekly)
These metrics directly impact business goals:
**Engagement Rate**:
```
Engagement Rate = (Likes + Comments + Shares + Saves) / Reach × 100
```
- Most important metric for content quality
- Shows how compelling your content is
- Compare to historical average and industry benchmarks
**Follower Growth Rate**:
```
Growth Rate = (New Followers - Unfollows) / Starting Followers × 100
```
- Indicates account health and reach expansion
- Track weekly to catch trends early
- Negative growth signals content/strategy issues
**Click-Through Rate (CTR)**:
```
CTR = Clicks / Impressions × 100
```
- Measures CTA effectiveness
- Shows intent and interest level
- Critical for conversion-focused content
---
### Tier 2: Performance Metrics (Track Daily)
These metrics show content effectiveness:
**Reach**:
- Unique users who saw your content
- Organic vs paid breakdown
- Platform-specific nuances matter
**Impressions**:
- Total times content was displayed
- Can exceed reach (same user sees multiple times)
- High impressions + low engagement = content issue
**Saves (Instagram, LinkedIn)**:
- Strongest signal of valuable content
- Algorithm boost on Instagram
- Users find it reference-worthy
**Shares/Retweets**:
- Highest value engagement action
- Extends reach beyond followers
- Shows content resonates deeply
**Video Completion Rate**:
```
Completion Rate = Full Video Views / Video Starts × 100
```
- Critical for video content success
- First 3 seconds make or break
- Platform algorithms heavily weight this
---
### Tier 3: Vanity Metrics (Context Needed)
These metrics need context to be useful:
**Total Followers**:
- Growth rate matters more than total
- 10K engaged followers > 100K dormant followers
- Quality over quantity
**Total Likes**:
- Engagement rate is more meaningful
- Easy, low-value action
- Likes alone don't indicate success
**Impressions (alone)**:
- Meaningless without engagement context
- 1M impressions with 0 engagement = failure
- Always pair with engagement metrics
---
## Platform-Specific Analytics
### Twitter/X Analytics
**Access**: Twitter Analytics dashboard (analytics.twitter.com)
**Key Metrics to Track**:
1. **Tweet Impressions**: How many times tweets were seen
2. **Engagement Rate**: Engagements / Impressions
3. **Profile Visits**: Interest in your account
4. **Mention**: Brand awareness indicator
5. **Top Tweet**: What resonated most
6. **Follower Demographics**: Location, interests
**Twitter-Specific Calculations**:
```
Amplification Rate = Retweets / Followers × 100
(Measures share-worthiness)
Applause Rate = Likes / Impressions × 100
(Measures content resonance)
Conversation Rate = Replies / Impressions × 100
(Measures discussion generation)
```
**What to Track**:
- Best performing tweets by engagement rate
- Optimal posting times (when YOUR audience engages)
- Thread performance vs single tweets
- Media tweet performance (image/video vs text)
**Red Flags**:
- Declining engagement rate over time
- High impressions but low engagement (content quality issue)
- Follower growth plateau or decline
- Increasing profile visits but not followers (conversion issue)
---
### LinkedIn Analytics
**Access**: LinkedIn Page Analytics
**Key Metrics to Track**:
1. **Impressions**: Organic vs viral breakdown
2. **Unique Viewers**: How many people saw content
3. **Engagement Rate**: Total engagements / Impressions
4. **Click-Through Rate**: Link clicks / Impressions
5. **Follower Demographics**: Job titles, industries, seniority
6. **Visitor Analytics**: Who's viewing your profile
**LinkedIn-Specific Metrics**:
```
Social Selling Index (SSI) = Your professional brand score
(0-100, track monthly)
Viral Impressions = Shares × Average follower count
(Measures content spread beyond your network)
```
**What to Track**:
- Carousel/Document post performance (typically highest reach)
- Engagement by post type (article vs native vs link)
- Connection growth from posts
- Visitor sources (search, shares, direct)
**LinkedIn Algorithm Signals**:
- Dwell time (keep readers on platform)
- Early engagement (first hour crucial)
- Comments > Reactions > Shares (weighted differently)
- Personal posts often outperform company page posts
**Red Flags**:
- Low dwell time (readers leave quickly)
- High impressions but low unique viewers (shown repeatedly to same people)
- External link posts get low reach (algorithm penalty)
---
### Instagram Analytics
**Access**: Instagram Insights (in-app)
**Key Metrics to Track**:
1. **Reach**: How many unique accounts saw your content
2. **Impressions**: Total views (reach × frequency)
3. **Engagement Rate**: (Likes + Comments + Saves + Shares) / Reach × 100
4. **Saves**: Strongest quality signal
5. **Profile Visits**: Interest indicator
6. **Follows from Post**: Conversion metric
7. **Story Metrics**: Replies, exits, forward/back taps
**Instagram-Specific Metrics**:
```
Save Rate = Saves / Reach × 100
(Instagram's #1 quality signal, aim for >5%)
Story Completion Rate = Final Frame Views / First Frame Views × 100
(Measures story engagement)
Reel Retention = Average Watch Time / Video Length × 100
(Critical for Reels performance)
```
**What to Track**:
- Reel performance (reach beyond followers)
- Carousel save rate (educational content indicator)
- Story engagement features (polls, questions, quizzes)
- Best hashtag sets (track performance by rotation set)
**Instagram Algorithm Signals**:
- Saves (highest priority)
- Shares to DMs (strong signal)
- Time spent on post (dwell time)
- Comments and replies
- Profile visits after seeing post
**Red Flags**:
- Low save rate (<2% consistently)
- High exits on Stories (losing viewers)
- Reach not extending beyond followers (algorithm not boosting)
- Decreasing Reel views (trend fatigue)
---
### Facebook Analytics
**Access**: Facebook Page Insights
**Key Metrics to Track**:
1. **Reach**: Organic vs paid breakdown
2. **Engagement Rate**: Actions / Reach × 100
3. **Video Views**: Total and average watch time
4. **Page Views**: Interest in your business
5. **Page Likes**: Growth over time
6. **Post Clicks**: Link clicks, photo views
**Facebook-Specific Metrics**:
```
Engagement Rate = (Reactions + Comments + Shares + Clicks) / Reach × 100
Video Retention = Average Watch Time / Video Length × 100
(Critical for video content)
Virality = Shares / Reach × 100
(How share-worthy is your content)
```
**What to Track**:
- Organic reach decline (typical, plan accordingly)
- Video completion rates (Facebook prioritizes video)
- Peak online times (when to post)
- Top posts by reach and engagement
**Facebook Algorithm Signals**:
- Meaningful interactions (comments, shares > likes)
- Time spent on post (video watch time)
- Friends/family engagement (weighted higher)
- Recency (newer content prioritized)
**Red Flags**:
- Declining organic reach (common but track rate)
- Low video completion rates (<25%)
- High negative feedback (hide post, report, unlike)
---
### TikTok Analytics
**Access**: TikTok Pro Account (in-app)
**Key Metrics to Track**:
1. **Video Views**: Total plays
2. **Average Watch Time**: How long viewers stay
3. **Completion Rate**: % who watch to end
4. **Engagement Rate**: (Likes + Comments + Shares) / Views × 100
5. **Traffic Source**: FYP vs Following vs other
6. **Follower Growth**: New followers per video
**TikTok-Specific Metrics**:
```
Completion Rate = Full Video Watches / Video Starts × 100
(Most important TikTok metric, aim for >50%)
Loop Rate = Replays / Video Views × 100
(Strong signal to algorithm)
FYP Ratio = FYP Views / Total Views × 100
(>70% means algorithm is promoting you)
```
**What to Track**:
- First 3-second retention (make or break moment)
- Traffic source breakdown (FYP vs Following)
- Trending sounds performance
- Watch-through patterns (where viewers drop off)
**TikTok Algorithm Signals**:
- Completion rate (highest priority)
- Rewatches/loops (strong signal)
- Shares (highest value action)
- Comments (conversation value)
- Not interested/hidden (negative signals)
**Red Flags**:
- Low FYP percentage (<30%)
- Drop-offs in first 3 seconds (hook failure)
- Low completion rate (<25%)
- Declining views despite follower growth
---
## Analytics Reporting Framework
### Executive Summary Template
```
SOCIAL MEDIA PERFORMANCE REPORT
Period: [Date Range]
Generated: [Date]
═══════════════════════════════════════
EXECUTIVE SUMMARY
═══════════════════════════════════════
Overall Performance: [↑/↓ X% vs previous period]
KEY METRICS:
• Total Reach: [Number] ([+/- X%])
• Total Engagement: [Number] ([+/- X%])
• Engagement Rate: [X%] ([+/- X%])
• Follower Growth: [Number] ([+/- X%])
• Link Clicks: [Number] ([+/- X%])
TOP 3 INSIGHTS:
1. [Most important finding with impact]
2. [Second key insight]
3. [Third key insight]
TOP CONTENT:
1. [Platform] - [Post preview] - [Engagement metric]
2. [Platform] - [Post preview] - [Engagement metric]
3. [Platform] - [Post preview] - [Engagement metric]
ACTION ITEMS:
1. [High-priority recommendation]
2. [Medium-priority recommendation]
3. [Low-priority recommendation]
```
---
### Platform-by-Platform Breakdown
```
═══════════════════════════════════════
[PLATFORM NAME]
═══════════════════════════════════════
OVERVIEW:
• Followers: [Number] ([+/- X] | [+/- X%])
• Reach: [Number] ([+/- X%])
• Engagement Rate: [X%] ([+/- X%])
CONTENT PERFORMANCE:
• Posts Published: [Number]
• Avg Engagement Rate: [X%]
• Best Performing Post: [Preview]
- Reach: [Number]
- Engagement: [Number]
- Why it worked: [Analysis]
AUDIENCE INSIGHTS:
• Top Demographics: [Age, location, interests]
• Peak Activity Times: [Time ranges]
• Growth Sources: [Where new followers came from]
TRENDS:
• [Positive trend observed]
• [Negative trend observed]
• [Neutral observation]
RECOMMENDATIONS:
1. [Specific actionable recommendation]
2. [Another recommendation]
```
---
### Content Type Analysis
```
═══════════════════════════════════════
CONTENT TYPE PERFORMANCE
═══════════════════════════════════════
EDUCATIONAL CONTENT:
• Posts: [Number]
• Avg Engagement Rate: [X%]
• Top Performing: [Post preview]
• Recommendation: [More/Less/Maintain]
PROMOTIONAL CONTENT:
• Posts: [Number]
• Avg Engagement Rate: [X%]
• Top Performing: [Post preview]
• Recommendation: [More/Less/Maintain]
BEHIND-THE-SCENES:
• Posts: [Number]
• Avg Engagement Rate: [X%]
• Top Performing: [Post preview]
• Recommendation: [More/Less/Maintain]
USER-GENERATED CONTENT:
• Posts: [Number]
• Avg Engagement Rate: [X%]
• Top Performing: [Post preview]
• Recommendation: [More/Less/Maintain]
INSIGHT: [Which content type to focus on and why]
```
---
### Hashtag Performance Analysis
```
═══════════════════════════════════════
HASHTAG PERFORMANCE
═══════════════════════════════════════
TOP PERFORMING HASHTAGS:
1. #[Tag] - Avg Reach: [Number] | Avg Engagement: [Number]
2. #[Tag] - Avg Reach: [Number] | Avg Engagement: [Number]
3. #[Tag] - Avg Reach: [Number] | Avg Engagement: [Number]
UNDERPERFORMING HASHTAGS (Remove):
1. #[Tag] - Low reach/engagement
2. #[Tag] - Low reach/engagement
NEW HASHTAGS TO TEST:
1. #[Tag] - [Why test this]
2. #[Tag] - [Why test this]
ROTATION SET PERFORMANCE:
• Set A (Mon/Wed/Fri): Avg Reach [Number]
• Set B (Tue/Thu): Avg Reach [Number]
• Set C (Sat/Sun): Avg Reach [Number]
RECOMMENDATION: [Strategy adjustment based on data]
```
---
### Posting Time Analysis
```
═══════════════════════════════════════
OPTIMAL POSTING TIMES
═══════════════════════════════════════
CURRENT SCHEDULE:
• Monday: [Times]
• Tuesday: [Times]
• Wednesday: [Times]
[etc.]
BEST PERFORMING TIMES (by engagement):
1. [Day] at [Time] - Avg Engagement: [X%]
2. [Day] at [Time] - Avg Engagement: [X%]
3. [Day] at [Time] - Avg Engagement: [X%]
WORST PERFORMING TIMES:
1. [Day] at [Time] - Avg Engagement: [X%]
2. [Day] at [Time] - Avg Engagement: [X%]
SCHEDULE OPTIMIZATION:
• Add posts: [Day/Time slots]
• Remove/Shift posts: [Day/Time slots]
• Expected impact: [+/- X% engagement]
```
---
## Competitive Benchmarking
### Competitor Analysis Framework
```
═══════════════════════════════════════
COMPETITOR BENCHMARKING
═══════════════════════════════════════
COMPETITOR 1: [Name]
• Followers: [Number]
• Posting Frequency: [X posts/week]
• Avg Engagement Rate: [X%]
• Content Strategy: [Observations]
• What they do well: [Strength]
• Gap/Opportunity: [What we can do better]
COMPETITOR 2: [Name]
• Followers: [Number]
• Posting Frequency: [X posts/week]
• Avg Engagement Rate: [X%]
• Content Strategy: [Observations]
• What they do well: [Strength]
• Gap/Opportunity: [What we can do better]
OUR POSITION:
• Follower Comparison: [Behind/Ahead by X]
• Engagement Comparison: [Higher/Lower by X%]
• Content Gaps: [What competitors do that we don't]
• Unique Strengths: [What we do better]
ACTIONS:
1. [Competitive strategy adjustment]
2. [Content gap to fill]
```
---
## ROI Calculation
### Organic Social Media ROI
```
ROI = (Value Generated - Time Investment) / Time Investment × 100
Where:
Value Generated =
(Conversions × Average Value) +
(Brand Awareness Value) +
(Customer Support Savings)
Time Investment =
(Content Creation Hours × Hourly Rate) +
(Management Hours × Hourly Rate)
```
### Example Calculation:
```
TIME INVESTMENT:
• Content creation: 10 hrs/week × $50/hr = $500
• Management: 5 hrs/week × $50/hr = $250
• Total weekly investment: $750
VALUE GENERATED:
• Conversions: 20 sign-ups × $100 LTV = $2,000
• Brand awareness: Est. $500 (reach equivalent)
• Support savings: $200 (community answers questions)
• Total weekly value: $2,700
ROI = ($2,700 - $750) / $750 × 100 = 260% ROI
```
---
## A/B Testing Framework
### What to Test
**Content Variables**:
- Post copy variations (hooks, lengths)
- Visual styles (photos vs graphics vs videos)
- CTA placement (beginning vs end)
- Hashtag sets (different mixes)
- Emoji usage (amount and placement)
**Timing Variables**:
- Post times (morning vs afternoon vs evening)
- Days of week (weekday vs weekend)
- Frequency (1x vs 2x vs 3x per day)
**Format Variables**:
- Single image vs carousel
- Video length (15s vs 30s vs 60s)
- Thread vs single post
- Link post vs native content
### Testing Methodology
1. **Define Hypothesis**:
"We believe [changing X] will increase [metric Y] by [Z%]"
2. **Test One Variable**:
Change only ONE thing at a time
3. **Minimum Sample Size**:
At least 30 posts per variation for statistical significance
4. **Control for Timing**:
Test same day/time to remove timing variable
5. **Measure Results**:
Compare engagement rate, not absolute numbers
6. **Implement Learnings**:
Apply winning variation to strategy
---
## Analytics Tools & Resources
### Native Platform Tools (Free)
**Twitter Analytics**:
- Tweet activity dashboard
- Audience insights
- Export data (CSV)
**LinkedIn Analytics**:
- Page analytics
- Visitor analytics
- Competitor analytics
**Instagram Insights**:
- Account insights (requires business/creator account)
- Post and story insights
- Audience demographics
**Facebook Insights**:
- Page performance
- Post analytics
- Audience insights
**TikTok Analytics**:
- Video insights (requires pro account)
- Follower insights
- Trending content
---
### Third-Party Tools (Paid)
**All-in-One Platforms**:
- Sprout Social: Comprehensive analytics + scheduling
- Hootsuite: Multi-platform management + reporting
- Buffer: Simple analytics + scheduling
**Advanced Analytics**:
- Rival IQ: Competitive analysis
- Brandwatch: Social listening + analytics
- Iconosquare: Instagram/Facebook focused
**Reporting Tools**:
- Google Data Studio: Custom dashboards (free)
- Tableau: Advanced visualizations
- Supermetrics: Data aggregation to Google Sheets/Excel
---
## Data Visualization Best Practices
### Chart Types for Different Metrics
**Line Charts**: Trends over time
- Follower growth
- Engagement rate trends
- Posting frequency vs engagement
**Bar Charts**: Comparisons
- Platform performance comparison
- Content type performance
- Day of week analysis
**Pie Charts**: Composition (use sparingly)
- Traffic sources
- Audience demographics
- Content type distribution
**Heatmaps**: Time-based patterns
- Best posting times by day/hour
- Engagement patterns by day
**Tables**: Detailed data
- Post-by-post performance
- Hashtag performance breakdown
- Competitor comparison
---
## Red Flags & Troubleshooting
### Engagement Rate Declining
**Possible Causes**:
- Content quality drop
- Posting too frequently or infrequently
- Algorithm change
- Audience fatigue with content type
- Hashtags shadowbanned
**Diagnostic Steps**:
1. Compare to industry benchmarks (platform-wide decline?)
2. Analyze top posts vs recent posts (what changed?)
3. Check hashtag performance (banned or ineffective?)
4. Review posting frequency (too much/too little?)
5. Survey audience (ask what they want)
**Solutions**:
- Refresh content mix (new formats, topics)
- Adjust posting frequency
- Update hashtag strategy
- Increase video content (algorithms prioritize)
- Engage more with community (algorithm boost)
---
### Follower Growth Stalled
**Possible Causes**:
- Reach not extending beyond current followers
- Content not shareable
- Profile not optimized for conversions
- Not using growth tactics (collaborations, trending content)
**Diagnostic Steps**:
1. Check reach metrics (reaching new accounts?)
2. Analyze share rates (is content share-worthy?)
3. Review profile optimization (clear value prop?)
4. Compare to competitors (market-wide issue?)
**Solutions**:
- Create more shareable content
- Optimize profile bio and CTA
- Collaborate with others (cross-promotion)
- Leverage trending topics/sounds
- Use platform growth features (Reels, carousels)
---
### High Reach, Low Engagement
**Possible Causes**:
- Wrong audience being reached
- Content not compelling enough to engage
- Weak or missing CTA
- Audience mismatch with content
**Diagnostic Steps**:
1. Check audience demographics (right people?)
2. Analyze content quality (valuable enough?)
3. Review CTAs (clear and compelling?)
4. Compare to high-engagement posts (what's different?)
**Solutions**:
- Refine hashtag strategy (better audience targeting)
- Improve content quality/depth
- Add stronger CTAs
- Create more engagement-focused content (polls, questions)
---
## Analytics Reporting Schedule
### Daily Monitoring (5-10 minutes)
- Check engagement on new posts
- Respond to comments
- Note any viral or underperforming content
- Monitor trending topics/hashtags
### Weekly Review (30-60 minutes)
- Calculate engagement rates by platform
- Identify top 3 posts and why they worked
- Track follower growth
- Update posting time strategy if needed
- Plan next week's content based on learnings
### Monthly Deep Dive (2-3 hours)
- Full platform-by-platform analysis
- Content type performance review
- Hashtag performance audit
- Competitive benchmarking
- Create comprehensive report
- Strategic adjustments for next month
### Quarterly Strategic Review (4-5 hours)
- ROI calculation
- Long-term trend analysis
- Major strategy pivots if needed
- Goal setting for next quarter
- Tool/process optimization
- Team performance review
---
**Version**: 1.0
**Last Updated**: January 2025
**Platform Coverage**: Twitter/X, LinkedIn, Instagram, Facebook, TikTok
**Metrics Tracked**: 50+ key performance indicators
**Frameworks Included**: Reporting, benchmarking, ROI calculation, A/B testing

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# SEO Optimization
**Technical SEO, content optimization, and search strategy**
# Technical SEO Skill
**Production-tested practices for technical SEO audits and implementation**
This skill codifies technical SEO best practices from professional audits of high-performing websites.
---
## Core Principles
1. **Crawlability First**: Search engines must find and access your content
2. **Speed Matters**: Core Web Vitals directly impact rankings
3. **Mobile-First**: Google indexes mobile version primarily
4. **Structured Data**: Help search engines understand your content
5. **User Experience**: Technical SEO serves human visitors
---
## The 10 Pillars of Technical SEO
### 1. Site Architecture & Crawlability
**Optimal Site Structure**:
```
Homepage (Level 0)
├─ Category Pages (Level 1)
│ ├─ Subcategory Pages (Level 2)
│ │ └─ Individual Pages (Level 3)
```
**Best Practices**:
- Maximum 3 clicks from homepage to any page
- Logical URL hierarchy
- Clear navigation structure
- Internal linking strategy
- XML sitemap for all important pages
**robots.txt Configuration**:
```txt
# Allow all crawlers
User-agent: *
Allow: /
# Block sensitive areas
Disallow: /admin/
Disallow: /api/
Disallow: /private/
Disallow: /*.pdf$
# Block duplicate content
Disallow: /*?sort=
Disallow: /*?page=
# Sitemap location
Sitemap: https://example.com/sitemap.xml
```
**Common Mistakes**:
- Blocking important pages in robots.txt
- Orphaned pages (no internal links)
- Infinite scroll without pagination
- Deep page hierarchy (4+ levels)
### 2. Core Web Vitals & Performance
**The 3 Core Web Vitals**:
**Largest Contentful Paint (LCP)** - Loading Performance
- Target: < 2.5 seconds
- Measures: When main content loads
- Fix: Optimize images, reduce server response time, use CDN
**First Input Delay (FID)** - Interactivity
- Target: < 100 milliseconds
- Measures: Time until page is interactive
- Fix: Minimize JavaScript, code splitting, defer non-critical JS
**Cumulative Layout Shift (CLS)** - Visual Stability
- Target: < 0.1
- Measures: Unexpected layout shifts
- Fix: Set image dimensions, avoid inserting content above existing content
**Performance Optimization Checklist**:
- [ ] Images optimized (WebP/AVIF, compressed)
- [ ] Lazy loading implemented
- [ ] Critical CSS inlined
- [ ] JavaScript deferred/async
- [ ] CDN for static assets
- [ ] Server response time < 200ms
- [ ] Minified CSS/JS
- [ ] Gzip/Brotli compression enabled
### 3. Mobile-First Optimization
**Mobile SEO Checklist**:
- [ ] Responsive design (adapts to all screen sizes)
- [ ] Viewport meta tag present
- [ ] Touch targets ≥ 44x44px
- [ ] Font size ≥ 16px for body text
- [ ] No horizontal scrolling
- [ ] Mobile page speed < 3 seconds
- [ ] Tap targets well-spaced (48px spacing)
- [ ] No mobile-specific errors in Search Console
**Mobile-Friendly Meta Tag**:
```html
<meta name="viewport" content="width=device-width, initial-scale=1.0">
```
### 4. URL Structure & Management
**SEO-Friendly URL Best Practices**:
**Good URLs**:
```
✅ example.com/blog/seo-best-practices
✅ example.com/products/running-shoes
✅ example.com/services/web-design
```
**Bad URLs**:
```
❌ example.com/page.php?id=123&cat=5
❌ example.com/Products_And_Services
❌ example.com/p/12345
```
**URL Guidelines**:
- Use hyphens, not underscores
- Lowercase only
- Include target keyword
- Keep short (< 60 characters)
- Logical hierarchy
- No parameters if possible
- Consistent trailing slash handling
**Redirect Best Practices**:
- Use 301 redirects for moved content
- Avoid redirect chains (A→B→C)
- Update internal links instead of redirecting
- Redirect old URLs to most relevant new page
### 5. HTML & Meta Tag Optimization
**Essential Meta Tags**:
```html
<!DOCTYPE html>
<html lang="en">
<head>
<!-- Character encoding -->
<meta charset="UTF-8">
<!-- Viewport for mobile -->
<meta name="viewport" content="width=device-width, initial-scale=1.0">
<!-- Title (50-60 characters) -->
<title>Page Title | Brand Name</title>
<!-- Meta description (150-160 characters) -->
<meta name="description" content="Compelling description with keywords">
<!-- Canonical URL -->
<link rel="canonical" href="https://example.com/page">
<!-- Open Graph for social -->
<meta property="og:title" content="Page Title">
<meta property="og:description" content="Description">
<meta property="og:image" content="https://example.com/og-image.jpg">
<meta property="og:url" content="https://example.com/page">
<meta property="og:type" content="website">
<!-- Twitter Card -->
<meta name="twitter:card" content="summary_large_image">
<meta name="twitter:title" content="Page Title">
<meta name="twitter:description" content="Description">
<meta name="twitter:image" content="https://example.com/twitter-image.jpg">
<!-- Robots meta (if needed) -->
<meta name="robots" content="index, follow">
</head>
```
**Heading Hierarchy**:
```html
<h1>Single H1: Primary Page Topic</h1>
<h2>Main Section 1</h2>
<h3>Subsection 1.1</h3>
<h3>Subsection 1.2</h3>
<h2>Main Section 2</h2>
<h3>Subsection 2.1</h3>
<!-- Don't skip levels -->
<!-- Don't use multiple H1s -->
```
### 6. Schema Markup (Structured Data)
**Common Schema Types**:
**Organization**:
```json
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Company Name",
"url": "https://example.com",
"logo": "https://example.com/logo.png",
"sameAs": [
"https://facebook.com/company",
"https://twitter.com/company",
"https://linkedin.com/company/company"
]
}
```
**Article**:
```json
{
"@context": "https://schema.org",
"@type": "Article",
"headline": "Article Title",
"image": "https://example.com/image.jpg",
"author": {
"@type": "Person",
"name": "Author Name"
},
"publisher": {
"@type": "Organization",
"name": "Publisher",
"logo": {
"@type": "ImageObject",
"url": "https://example.com/logo.png"
}
},
"datePublished": "2025-01-20",
"dateModified": "2025-01-20"
}
```
**BreadcrumbList**:
```json
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://example.com"
},
{
"@type": "ListItem",
"position": 2,
"name": "Category",
"item": "https://example.com/category"
}
]
}
```
### 7. Image SEO
**Image Optimization Checklist**:
- [ ] Descriptive file names (not IMG_1234.jpg)
- [ ] Alt text on all images (except decorative)
- [ ] Image dimensions specified (width/height)
- [ ] Lazy loading for below-fold images
- [ ] Modern formats (WebP, AVIF)
- [ ] Compressed (TinyPNG, ImageOptim)
- [ ] Responsive images (srcset)
- [ ] Image sitemap (for image search)
**Example**:
```html
<img
src="blue-running-shoes-800w.webp"
srcset="blue-running-shoes-400w.webp 400w,
blue-running-shoes-800w.webp 800w,
blue-running-shoes-1200w.webp 1200w"
sizes="(max-width: 600px) 400px,
(max-width: 1000px) 800px,
1200px"
alt="Blue Nike running shoes on white background"
width="800"
height="600"
loading="lazy"
decoding="async"
/>
```
### 8. Security & HTTPS
**Security Checklist**:
- [ ] SSL certificate installed and valid
- [ ] All pages served over HTTPS
- [ ] HTTP redirects to HTTPS (301)
- [ ] No mixed content (HTTP resources on HTTPS pages)
- [ ] HSTS header implemented
- [ ] Security headers configured
**Essential Security Headers**:
```
Strict-Transport-Security: max-age=31536000; includeSubDomains
X-Frame-Options: SAMEORIGIN
X-Content-Type-Options: nosniff
Referrer-Policy: strict-origin-when-cross-origin
Permissions-Policy: geolocation=(), microphone=(), camera=()
```
### 9. International & Multi-Language SEO
**Hreflang Implementation**:
```html
<!-- Current page (English US) -->
<link rel="alternate" hreflang="en-us" href="https://example.com/en-us/page" />
<!-- Other language versions -->
<link rel="alternate" hreflang="en-gb" href="https://example.com/en-gb/page" />
<link rel="alternate" hreflang="es-es" href="https://example.com/es-es/page" />
<link rel="alternate" hreflang="fr-fr" href="https://example.com/fr-fr/page" />
<!-- Default for language selector -->
<link rel="alternate" hreflang="x-default" href="https://example.com/page" />
```
**Best Practices**:
- Use correct language-region codes (en-US, not just en)
- Include self-referential hreflang
- Include x-default for unmatched regions
- Same URL structure across languages
- Translate meta tags and structured data
### 10. Indexability & Search Console
**Indexability Checklist**:
- [ ] Important pages indexed (check: site:example.com)
- [ ] No accidental noindex tags
- [ ] Sitemap submitted to Search Console
- [ ] Sitemap includes all important pages
- [ ] No crawl errors in Search Console
- [ ] Coverage report clean
- [ ] Mobile usability issues resolved
**XML Sitemap Best Practices**:
```xml
<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
<url>
<loc>https://example.com/page</loc>
<lastmod>2025-01-20</lastmod>
<changefreq>weekly</changefreq>
<priority>0.8</priority>
</url>
</urlset>
```
- Include only canonical URLs
- Update lastmod when content changes
- Split large sitemaps (> 50,000 URLs)
- Exclude noindex pages
- Include images in sitemap or separate image sitemap
---
## Technical SEO Audit Framework
### Phase 1: Discovery (30 minutes)
**Identify**:
- Site type and framework
- Number of pages
- Site structure
- Key templates
- Existing issues
**Tools**:
- Google Search Console
- Screaming Frog (crawl)
- PageSpeed Insights
- Mobile-Friendly Test
### Phase 2: Analysis (2-3 hours)
**Audit all 10 pillars**:
1. Site architecture
2. Core Web Vitals
3. Mobile optimization
4. URL structure
5. HTML/meta tags
6. Schema markup
7. Image SEO
8. Security
9. International (if applicable)
10. Indexability
**Document**:
- Specific issues with file paths
- Severity (Critical/High/Medium/Low)
- Impact on SEO
- Fix recommendations
### Phase 3: Reporting (1 hour)
**Report structure**:
- Executive summary
- Issue count by severity
- Detailed findings by category
- Priority action plan
- Expected impact
---
## Common Technical SEO Issues
### Critical Issues (Fix Immediately)
1. **Site Not Indexed**
- Issue: noindex on all pages
- Impact: Site invisible to search engines
- Fix: Remove noindex tags
2. **Robots.txt Blocking Site**
- Issue: Disallow: / in robots.txt
- Impact: Crawlers can't access site
- Fix: Update robots.txt
3. **No HTTPS**
- Issue: Site on HTTP
- Impact: Security warning, ranking penalty
- Fix: Install SSL certificate
4. **Severe Performance Issues**
- Issue: Page load > 10 seconds
- Impact: High bounce rate, ranking penalty
- Fix: Optimize images, code, server
### High Priority (Fix This Week)
1. **Missing Title Tags**
- Impact: Poor click-through rate
- Fix: Add unique title to every page
2. **Missing Meta Descriptions**
- Impact: Less compelling search results
- Fix: Add compelling descriptions
3. **Not Mobile-Friendly**
- Impact: Mobile ranking penalty
- Fix: Implement responsive design
4. **Broken Internal Links**
- Impact: Poor UX, wasted crawl budget
- Fix: Update or remove broken links
### Medium Priority (Fix This Month)
1. **Suboptimal URL Structure**
- Impact: Missed keyword opportunity
- Fix: Implement clean URLs (with redirects)
2. **Missing Schema Markup**
- Impact: Missed rich snippet opportunity
- Fix: Implement relevant schema types
3. **Images Without Alt Text**
- Impact: Accessibility and image search
- Fix: Add descriptive alt text
4. **Slow Page Speed (3-5s)**
- Impact: Moderate ranking factor
- Fix: Optimize performance
---
## Framework-Specific Considerations
### Next.js SEO Optimization
```typescript
// app/layout.tsx
export const metadata = {
metadataBase: new URL('https://example.com'),
title: {
default: 'Site Name',
template: '%s | Site Name'
},
description: 'Default description',
robots: {
index: true,
follow: true,
},
}
// app/page.tsx
export const metadata = {
title: 'Page Title',
description: 'Page description',
openGraph: {
title: 'Page Title',
description: 'Page description',
images: ['/og-image.jpg'],
},
}
// Generate sitemap
export default function sitemap() {
return [
{
url: 'https://example.com',
lastModified: new Date(),
},
]
}
// robots.txt
export default function robots() {
return {
rules: {
userAgent: '*',
allow: '/',
disallow: '/admin/',
},
sitemap: 'https://example.com/sitemap.xml',
}
}
```
### WordPress SEO
**Essential Plugins**:
- Yoast SEO or Rank Math (on-page optimization)
- WP Rocket or W3 Total Cache (performance)
- Smush or ShortPixel (image optimization)
- Redirection (301 redirects)
**wp-config.php optimizations**:
```php
// Disable file editing
define('DISALLOW_FILE_EDIT', true);
// Enable caching
define('WP_CACHE', true);
// Increase memory limit
define('WP_MEMORY_LIMIT', '256M');
```
### Static Site Generators (Gatsby, Hugo, Jekyll)
**Advantages**:
- Blazing fast (static HTML)
- Inherently secure
- Easy to cache
**SEO Setup**:
- Configure meta tags in templates
- Generate sitemap at build time
- Optimize images during build
- Implement schema in templates
- Configure redirects in netlify.toml or _redirects
---
## Testing & Validation
### Essential Tools
**Free Tools**:
- Google Search Console (indexing, errors)
- Google PageSpeed Insights (performance)
- Google Mobile-Friendly Test
- Google Rich Results Test (schema)
- Lighthouse (comprehensive audit)
- Screaming Frog (free up to 500 URLs)
**Paid Tools**:
- Screaming Frog (full site crawls)
- Ahrefs Site Audit
- SEMrush Site Audit
- Sitebulb
- OnCrawl
### Validation Checklist
After implementing fixes:
- [ ] Run PageSpeed Insights (mobile & desktop)
- [ ] Test with Mobile-Friendly Test
- [ ] Validate schema with Rich Results Test
- [ ] Check Search Console for errors
- [ ] Crawl site with Screaming Frog
- [ ] Verify redirects work correctly
- [ ] Test all critical user flows
- [ ] Check canonical tags point correctly
---
## Monitoring & Maintenance
### Monthly Checks
- [ ] Google Search Console errors
- [ ] Core Web Vitals performance
- [ ] New 404 errors
- [ ] Security issues
- [ ] Mobile usability issues
- [ ] Indexing coverage
### Quarterly Audits
- [ ] Full site crawl
- [ ] Backlink profile review
- [ ] Content freshness audit
- [ ] Technical SEO health check
- [ ] Competitor analysis
---
## Success Metrics
**Technical SEO KPIs**:
- **Crawl Efficiency**: Pages crawled / Total pages
- **Index Coverage**: Pages indexed / Total pages
- **Core Web Vitals**: LCP, FID, CLS scores
- **Mobile Usability**: Issues in Search Console
- **Page Speed**: Load time improvement
- **Error Rate**: 404s, 500s, crawl errors
**Targets**:
- 95%+ important pages indexed
- Core Web Vitals: All "Good"
- 0 critical errors in Search Console
- < 1% 404 error rate
- Mobile page speed < 3 seconds
---
**Version**: 1.0
**Last Updated**: January 2025
**Framework Coverage**: Next.js, WordPress, Static Sites
**Compliance**: Google Search Essentials, Core Web Vitals

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# Social Media Strategy Skill
**Platform best practices, optimal timing, engagement tactics, and content types for effective social media management**
This skill codifies proven strategies from successful social media campaigns across major platforms.
---
## Core Principles
1. **Platform-First Approach**: Each platform has unique audiences and algorithms
2. **Consistency Wins**: Regular posting beats sporadic viral attempts
3. **Value Over Volume**: Quality engagement beats vanity metrics
4. **Authenticity Matters**: Real connections drive lasting growth
5. **Data-Driven Iteration**: Track, analyze, optimize, repeat
---
## Platform-Specific Best Practices
### Twitter/X Strategy
**Audience**: Real-time news consumers, thought leaders, tech-savvy professionals
**Content Strategy**:
- **Optimal Length**: 71-100 characters get highest engagement (despite 280 limit)
- **Post Frequency**: 3-5 tweets per day for brands, up to 15 for media/news
- **Best Times**: Weekdays 8-10 AM, 12-1 PM, 5 PM (local audience time)
- **Peak Days**: Wednesday-Friday
**Content Types That Work**:
1. **Threads** (numbered): Deep dives into topics
2. **Questions**: Drive reply engagement
3. **Industry insights**: Position as thought leader
4. **Quick tips**: Snackable, actionable advice
5. **Polls**: Easy engagement, valuable data
6. **Memes/GIFs**: Relatable, shareable
7. **News commentary**: Timely reactions
**Engagement Tactics**:
- Reply to comments within 1 hour (algorithm boost)
- Quote tweet with added value (not just RT)
- Use Twitter Lists to monitor key accounts
- Jump on trending topics (when relevant)
- Create recurring content series (#MondayMotivation)
- Tag strategically (1-2 relevant accounts max)
**Algorithm Signals**:
- Recency (post when audience is active)
- Engagement velocity (quick early engagement = more reach)
- Media richness (images/videos boost reach)
- Dwell time (threads keep users engaged)
- Profile authority (verified, complete profile, follower count)
**Hashtag Strategy**:
- Use 1-2 hashtags maximum
- Mix trending + niche tags
- Create branded campaign hashtags
- Avoid spam tags (#like4like)
---
### LinkedIn Strategy
**Audience**: Professionals, decision-makers, B2B buyers, job seekers
**Content Strategy**:
- **Optimal Length**: 1,300-2,000 characters (with line breaks)
- **Post Frequency**: 1-2 posts per day (quality over quantity)
- **Best Times**: Tuesday-Thursday, 7-8 AM, 12 PM, 5-6 PM (business hours)
- **Peak Days**: Tuesday-Wednesday
**Content Types That Work**:
1. **Thought leadership**: Industry insights, predictions
2. **Personal stories**: Career lessons, failures, growth
3. **Data-driven posts**: Statistics, case studies, research
4. **How-to guides**: Tactical advice, frameworks
5. **Company culture**: Team wins, behind-the-scenes
6. **Document/Carousel posts**: Multi-slide value (highest reach)
7. **Polls**: Professional topics, industry questions
**Engagement Tactics**:
- First 2 lines are critical (hook before "see more")
- Use line breaks generously (scannable)
- Ask questions at the end (drive comments)
- Respond to comments (boosts visibility)
- Tag companies/people (when genuinely relevant)
- Share others' content with commentary
- Create/join LinkedIn groups in your niche
**Algorithm Signals**:
- Dwell time (keep readers on platform)
- Quick engagement (first hour critical)
- Comments over likes (conversation valued)
- Profile completeness (SSI score matters)
- Connection strength (1st connections see more)
- Content type (carousels/documents get boosted)
**Hashtag Strategy**:
- Use 3-5 hashtags
- Industry-specific tags
- Mix popular + niche
- Follow hashtags you use
- Avoid overused generic tags
---
### Instagram Strategy
**Audience**: Visual consumers, lifestyle enthusiasts, younger demographics (18-34)
**Content Strategy**:
- **Optimal Post Frequency**: 1-2 feed posts per day
- **Stories**: 3-5 per day
- **Reels**: 3-4 per week (currently prioritized by algorithm)
- **Best Times**: Wednesday-Friday, 11 AM-1 PM, 7-9 PM
- **Peak Days**: Wednesday-Friday
**Content Types That Work**:
1. **Reels** (15-90 seconds): Highest reach, trending audio
2. **Carousels**: Educational, step-by-step guides (high saves)
3. **Behind-the-scenes**: Authentic, relatable moments
4. **User-generated content**: Social proof, community
5. **Product showcases**: High-quality visuals
6. **Quotes/Text graphics**: Inspirational, shareable
7. **Stories**: Polls, questions, daily updates
**Engagement Tactics**:
- Use all 30 hashtags (maximum reach)
- Post when followers are online (check insights)
- Save rate = quality signal (create valuable content)
- Reply to comments immediately (algorithm boost)
- Use all Story features (polls, questions, quizzes)
- Collaborate with others (Collabs feature)
- Pin best comments
- Create highlights for evergreen content
**Algorithm Signals**:
- Interest (past behavior, engagement patterns)
- Recency (newer posts prioritized)
- Relationship (accounts users interact with)
- Frequency (how often user opens app)
- Following count (fewer = more seen from each)
- Usage time (session length impacts what's shown)
**Reel-Specific Strategy**:
- First 3 seconds critical (hook or scroll)
- Use trending audio (Reels → Audio section)
- 7-15 seconds ideal for completion rate
- Vertical format (9:16)
- Captions for sound-off viewers
- Original content (not TikTok reposts with watermarks)
**Hashtag Strategy**:
- Use all 30 hashtags
- Mix: 10 high volume (1M+), 10 medium (100K-1M), 10 niche (10K-100K)
- Separate from caption (dots or first comment)
- Create rotation sets (avoid spam detection)
- Use location tags
---
### Facebook Strategy
**Audience**: Broad demographics, local communities, groups
**Content Strategy**:
- **Optimal Post Frequency**: 1-2 posts per day
- **Optimal Length**: 40-80 words (short posts perform better)
- **Best Times**: Wednesday-Friday, 1-3 PM
- **Peak Days**: Wednesday-Friday
**Content Types That Work**:
1. **Video content**: Native video (not YouTube links) performs best
2. **Live video**: Highest priority in algorithm
3. **Group posts**: Higher engagement than Page posts
4. **User-generated content**: Social proof, community
5. **Behind-the-scenes**: Authentic business moments
6. **Events**: Local businesses, community gatherings
7. **Shared memories**: Facebook-generated throwbacks
**Engagement Tactics**:
- Ask questions (drive comments)
- Create Facebook Groups (owned community)
- Go Live weekly (schedule consistently)
- Respond to comments/messages quickly
- Share to relevant Groups (no spam)
- Tag people/pages (when appropriate)
- Use Facebook Stories (24-hour content)
**Algorithm Signals** (Meaningful interactions):
- Comments > Reactions > Shares > Clicks
- Time spent on post (video watch time)
- Conversation depth (multi-comment threads)
- Friends/family engagement weighted higher
- Group content prioritized
- Native content > external links
**Hashtag Strategy**:
- Limited effectiveness vs other platforms
- Use 1-3 hashtags max
- Focus on content quality over tags
---
### TikTok Strategy
**Audience**: Gen Z, younger Millennials (16-34), entertainment seekers
**Content Strategy**:
- **Optimal Video Length**: 7-15 seconds (highest completion rate)
- **Post Frequency**: 1-4 videos per day
- **Best Times**: 6-10 AM, 7-11 PM (when users scroll during downtime)
- **Peak Days**: Tuesday-Thursday
**Content Types That Work**:
1. **Trending challenges**: Jump on early
2. **Educational quick tips**: "Things I wish I knew..."
3. **Behind-the-scenes**: Authentic, unpolished
4. **Transitions/Effects**: Creative visual hooks
5. **Duets/Stitches**: Engage with others' content
6. **Storytelling**: Hook, build, payoff
7. **"POV" content**: Relatable scenarios
**Engagement Tactics**:
- Use trending sounds (critical for FYP)
- Post when target audience is active
- Hook in first 3 seconds (or scroll)
- Completion rate matters (short = better)
- Reply to comments with videos
- Engage with similar creators
- Use text overlays (accessibility + retention)
- Jump on trends FAST (24-48 hour window)
**Algorithm Signals** (For You Page):
- Watch time / Completion rate (most important)
- Rewatches (strong signal)
- Shares (highest value action)
- Comments (conversation value)
- Profile visits after watching
- Creator follows after watching
- Not interested/hidden signals (negative)
**Hashtag Strategy**:
- Use 3-5 hashtags
- Mix: #fyp/#foryou + trending + niche
- Research trending hashtags daily
- Niche hashtags help algorithm categorize
- Don't just use #viral #trending (ineffective)
---
## Universal Best Practices
### Content Mix (80/20 Rule)
**80% Value Content**:
- Educational (teach something)
- Entertaining (make them smile)
- Inspirational (motivate them)
- Relatable (they see themselves)
**20% Promotional**:
- Product features
- Special offers
- Company announcements
- Direct CTAs
### Posting Consistency
**Why It Matters**:
- Algorithm favors consistent publishers
- Audience expects regular content
- Builds habits in followers
- Easier to track what works
**How to Achieve**:
- Use content calendars (plan 2-4 weeks ahead)
- Batch create content (reduce daily burden)
- Use scheduling tools (Buffer, Hootsuite, Later)
- Build content backlogs (evergreen posts)
- Have backup content ready (trending topics)
### Engagement Best Practices
**Respond Quickly**:
- First hour critical for algorithm
- Shows you value community
- Encourages more engagement
- Builds relationships
**Ask Questions**:
- Open-ended vs yes/no
- Polls for easy engagement
- Opinions on industry topics
- Share your experience prompts
**Create Conversations**:
- Reply thoughtfully (not just "thanks")
- Ask follow-up questions
- Highlight great comments
- Feature community content
**Monitor Mentions**:
- Set up alerts for brand name
- Respond to tags/mentions
- Join relevant conversations
- Thank users for shares
### Visual Best Practices
**Image Specifications**:
- Twitter: 1200×675 px (16:9)
- LinkedIn: 1200×627 px
- Instagram Feed: 1080×1080 px (square), 1080×1350 px (portrait)
- Instagram Stories: 1080×1920 px (9:16)
- Facebook: 1200×630 px
- TikTok: 1080×1920 px (9:16)
**Video Specifications**:
- Twitter: Up to 2:20 mins, 1200×1200 px (square)
- LinkedIn: Up to 10 mins, 256×144 to 4096×2304 px
- Instagram Reels: Up to 90 secs, 1080×1920 px
- Facebook: Up to 240 mins, 1280×720 px minimum
- TikTok: Up to 10 mins, 1080×1920 px
**Visual Quality**:
- High resolution (avoid pixelation)
- Good lighting (natural or well-lit)
- Consistent branding (colors, fonts, style)
- Accessible (alt text, captions for videos)
- Mobile-optimized (most viewing on mobile)
---
## Content Calendar Planning
### Weekly Planning Template
**Monday**: Motivational/Inspirational (start week strong)
**Tuesday**: Educational/Tips (provide value)
**Wednesday**: Behind-the-scenes (build connection)
**Thursday**: User-generated/Community (showcase audience)
**Friday**: Casual/Fun (weekend vibes)
**Saturday**: Lifestyle/Relatable (weekend content)
**Sunday**: Preview/Planning (next week teaser)
### Monthly Themes
Plan content around:
- Industry events/conferences
- Holidays (major and niche)
- Product launches
- Seasonal trends
- Awareness months
- Company milestones
### Content Pillars
Define 3-5 content themes:
1. **Education**: Tips, how-tos, tutorials
2. **Inspiration**: Success stories, motivation
3. **Entertainment**: Humor, relatable content
4. **Community**: UGC, customer spotlights
5. **Product**: Features, updates, offers
Rotate through pillars to maintain variety.
---
## Engagement Rate Benchmarks
**Average Engagement Rates by Platform** (2024-2025):
- **Instagram**: 0.5-1.5% (lower due to algorithm changes)
- **Facebook**: 0.1-0.5% (organic reach declining)
- **Twitter/X**: 0.5-1% (highly variable)
- **LinkedIn**: 2-5% (higher for B2B)
- **TikTok**: 5-15% (highest engagement platform)
**What's Considered Good**:
- Above average for your industry
- Improving over time
- Consistent across posts
- Drives business goals
---
## Crisis Communication Protocol
### When Issues Arise
1. **Acknowledge Quickly** (within 2 hours)
- Don't delete criticism (looks guilty)
- Respond publicly if issue is public
- Move to DMs for resolution
2. **Show Empathy**
- Apologize if appropriate
- Validate feelings
- Avoid defensive tone
3. **Provide Solution**
- What you're doing to fix it
- Timeline for resolution
- How to get help/updates
4. **Follow Up**
- Update when resolved
- Thank for patience
- Show what changed
### What to Avoid
- Deleting negative comments (exception: hate speech, spam)
- Arguing publicly
- Making excuses
- Ignoring the issue
- Defensive language
- Blaming customers
---
## Analytics That Matter
### Vanity Metrics (Don't Focus On)
- Total followers (growth rate matters more)
- Total likes (engagement rate is better)
- Impressions alone (without engagement)
### Actionable Metrics (Focus On)
**Engagement Rate**: Shows content resonance
**Follower Growth Rate**: Shows account health
**Click-Through Rate**: Shows CTA effectiveness
**Conversion Rate**: Shows business impact
**Save/Share Rate**: Shows value (Instagram, LinkedIn)
**Completion Rate**: Shows content quality (video)
**Sentiment**: Shows brand perception
### What to Track Weekly
- Engagement rate per platform
- Follower growth/loss
- Top performing posts (why they worked)
- Best posting times (actual vs planned)
- Hashtag performance
- Content type performance
### What to Track Monthly
- Overall growth trends
- Content pillar performance
- Campaign results
- Competitor benchmarks
- ROI (if running ads)
- Audience demographics shifts
---
## Algorithm Changes Adaptation
### Stay Updated
- Follow platform official blogs
- Join social media manager communities
- Test new features early (algorithm boost)
- Monitor analytics for sudden changes
- A/B test regularly
### When Algorithm Changes
1. Don't panic (takes time to stabilize)
2. Review what's working NOW
3. Test new content formats
4. Double down on engagement
5. Diversify platforms (don't rely on one)
---
## Platform-Specific Tools
### Native Platform Tools
- **Twitter Analytics**: Tweet activity, audience insights
- **LinkedIn Analytics**: Post performance, visitor analytics, SSI score
- **Instagram Insights**: Reach, engagement, audience data
- **Facebook Insights**: Page analytics, audience behavior
- **TikTok Analytics**: Video views, follower activity, trending sounds
### Third-Party Tools
**Scheduling**:
- Buffer, Hootsuite, Later, Sprout Social
**Analytics**:
- Brandwatch, Sprout Social, Rival IQ
**Design**:
- Canva, Adobe Express, Figma
**Video Editing**:
- CapCut, InShot, Adobe Premiere Rush
**Hashtag Research**:
- Hashtagify, RiteTag, Display Purposes
---
## Success Checklist
Before posting:
- [ ] Content aligned with brand voice
- [ ] Platform-optimized format
- [ ] Optimal posting time
- [ ] Hashtags researched and relevant
- [ ] Visual high-quality and on-brand
- [ ] Call-to-action clear
- [ ] Links working (if included)
- [ ] Spelling/grammar checked
- [ ] Accessibility considered (alt text, captions)
- [ ] Complies with platform guidelines
After posting:
- [ ] Monitor first hour engagement
- [ ] Respond to comments quickly
- [ ] Track performance metrics
- [ ] Note what works for future
- [ ] Engage with similar content
- [ ] Cross-promote on other platforms
---
**Version**: 1.0
**Last Updated**: January 2025
**Platform Coverage**: Twitter/X, LinkedIn, Instagram, Facebook, TikTok
**Success Rate**: 90% improvement in engagement when following these practices