social

Social Content

Social content compounds when it is extracted from pillar content, adapted per platform, and shipped on a consistent cadence. Random one-off posts do not build an audience; systems do.

Intake

If a product marketing context file exists (.agents/product-marketing.md or .claude/product-marketing.md), read it first. Then confirm: objective (awareness, leads, traffic, community), target audience and their platforms, brand voice and no-go topics, weekly time budget, existing content to repurpose, and whether video is feasible.

Platform Quick Reference

Workflow

1. Set 3-5 content pillars aligned to expertise and audience questions, with a rough mix (insights, behind-the-scenes, educational, personal, promotional; keep promotional near 5%). For each pillar ask: what unique perspective, what does the audience ask, what performed before, what can ship consistently.
2. Create or pick pillar content (blog, podcast, video, newsletter), then extract 5-10 content atoms: quotable moments, story arcs, tactical tips, contrarian takes, data callouts. Read references/repurposing.md for atom types, per-source extraction tables, and the podcast clipping workflow.
3. Write hooks first. The first line decides whether anyone reads on. Read references/hooks.md for curiosity, story, value, and contrarian hook formulas plus the viral reverse-engineering framework.
4. Adapt per platform. Format, length, tone. Every post must stand alone without the source context.
5. Batch and schedule. 2-3 hours weekly: write the week's posts, schedule core content 1-2 weeks out, leave gaps for real-time posts. Schedule evergreen; post live for news and engagement.
6. Engage daily, 30 minutes. Reply to all comments on your posts, comment with substance on 5-10 target accounts, share with added insight, send 2-3 DMs to new connections. Comments that add insight beat "great post" every time.
7. For short-form video, apply the 3-second rule: visual hook, verbal hook, and text overlay all landing in the first second. Read references/short-form-video.md for platform specs, script structures, and caption rules.

Weekly Review

Check top 3 and bottom 3 posts (why), follower and engagement trends, and best posting times from data. Low engagement: test new hooks, times, formats, and engage more. Declining reach: move links out of the post body, post more, use more video.

Verification

Before scheduling a batch, run this check on every post: read the first line alone. Expect it to create a reason to continue (curiosity gap, bold claim, named payoff). If it reads like a title or a warm-up sentence, rewrite the hook. Then confirm each post works with zero source context and each video has captions. A post that fails any of these does not enter the queue.

After a week, pull the numbers. Expect engagement rate on the new batch at or above your trailing average. If it is below, diagnose hooks first, timing second, format third, and adjust next week's batch. No review, no learning.

Good vs Bad

Bad: One 2000-word blog post shipped, then a link dropped on LinkedIn and X with "New post!" as the copy. Zero native value, links suppress reach, nothing else extracted. One asset, one weak impression.

Good: Same post becomes a LinkedIn insight post, a carousel of the framework, an X thread of takeaways, and a 30-second Reel, scheduled across two weeks, each with its own hook and no required context. One asset, a dozen shots at reach.

Footguns

• Links in the post body. Most platforms suppress external links. Fix: deliver value natively; put the link in comments or profile.
• Posts that assume context. "As I said in the episode..." dies for the 99% who did not hear it. Fix: every atom gets a standalone caption.
• Sound-dependent video. Most social video plays muted. Fix: captions on everything, max 2 lines, 3-5 words per line, timed to speech.
• Dumping a whole batch in one day. Reach and attention are rationed per account per day. Fix: spread the batch across 1-2 weeks.

Completion Checklist

• [ ] Pillars set with rough percentage mix, promotional capped low
• [ ] Atoms extracted from pillar content, adapted per platform
• [ ] Every post passes the first-line hook check and stands alone
• [ ] Batch scheduled with gaps for real-time; videos captioned
• [ ] Weekly review done with at least one concrete adjustment

Any box unchecked: not done. Fix or say so.