Produces a platform-specific social media strategy with content pillars, posting frequency, format mix, engagement tactics, and performance metrics using content calendar methodology.
A skill is a written procedure a bot loads when a job calls for it. This one is a single file, SKILL.md, and the whole file is on this page.
Use this skill when the user asks for help with any of the following:
Creating a platform-specific social media strategy for a brand, business, product line, or personal brand -- including channel selection, content structure, and posting cadence
Building or restructuring a content calendar with defined themes, formats, and weekly rhythms
Defining content pillars and a posting framework from scratch or auditing/improving an existing one
Produces a platform-specific social media strategy with content pillars, posting frequency, format mix, engagement tactics, and performance metrics using content calendar methodology.
How much does it cost?+
Nothing. It ships with Murage, which is open source. Your bots run on the AI plan you already have.
Can I change it?+
Yes. Open it in Settings → Skills to read, edit or duplicate it. Skill Guard scans it again after every edit.
Give your first job to Murage.
Download the app, connect the AI you already pay for, and tell your Chief of Staff what needs doing. Plan on about ten minutes from install to a working team.
Planning a social media presence for a launch, rebranding, or expansion into new platforms
Improving engagement rate, follower growth, or audience quality on existing social accounts
Establishing a measurement framework and KPI targets for social media performance
Planning organic community-building tactics -- including UGC campaigns, series formats, and engagement loops
Do NOT use this skill when:
The user needs paid social advertising creative, targeting strategy, or bid management -- use paid-ad-copy for ad copy and paid-media-plan for campaign structure
The user needs email marketing sequences, newsletters, or drip campaigns -- use email-campaign
The user is asking for a full-funnel marketing strategy with budget allocation across channels -- use marketing-strategy
The user needs influencer outreach contracts, brief creation, or influencer campaign management -- use influencer-brief
The user needs SEO content strategy or blog editorial calendars -- use seo-content-strategy
The user is asking about social media advertising measurement and attribution -- use marketing-analytics
The user needs crisis communications planning beyond routine social response -- use crisis-communications
Process
Step 1: Conduct a Deep Intake Before Producing Anything
Never generate a strategy without first asking for -- or extracting from available context -- the following information. If the user has not provided it, ask for it directly and concisely.
Business fundamentals: What the business does, its stage (startup, established, scaling), geographic scope (local, national, global), and primary revenue model (service, product, subscription, etc.)
Audience definition: Who the ideal customer is -- age range, gender skew, income level, profession, lifestyle markers, pain points, aspirational identity. Go beyond demographics into psychographics.
Business goal for social: Choose the dominant goal -- brand awareness, lead generation, direct sales, community building, talent recruitment, or customer retention. Each changes the entire content approach.
Current state: Active platforms, approximate follower counts per platform, recent engagement rate if known, whether content is currently being posted and how often
Resources: Number of people who will manage social media, hours per week available for content creation and engagement, budget for tools or content production (photography, video editing, design), existing content assets
Competitive landscape: 2-3 competitor or aspirational brand accounts to reference -- what platforms they use, what content performs well for them
Brand voice and constraints: Any existing brand guidelines, tone of voice, topics that are off-limits, compliance constraints (e.g., healthcare, finance, alcohol)
Content production capabilities: Can the user produce video? Do they have a graphic designer? Do they have product photography? What tools are already in use (Canva, Adobe, CapCut, etc.)?
Step 2: Select and Prioritize Platforms Using a Decision Framework
Platform selection is the highest-leverage decision in the strategy. Getting this wrong means wasted effort. Apply the following framework:
Audience-first: The platform must be where the target audience already spends time. Use these benchmarks:
TikTok: 13-34 primary, expanding to 35-44, high organic reach potential, requires native video content, strong for consumer brands and entertainment
LinkedIn: B2B, professional services, SaaS, recruiting, thought leadership, C-suite targeting; organic reach is still strong relative to follower count
Facebook: 30-65+, local businesses, community groups, events-driven content, parent-heavy demographics, strongest for local targeting and community building
Pinterest: 25-54, predominantly female, purchase-intent browsing, home decor, recipes, fashion, wedding, DIY -- works as a long-tail discovery channel
X (Twitter): Real-time conversation, media/publishing, tech, finance, sports, politically active audiences, customer service use cases
YouTube: All ages, how-to and educational content, product reviews, long-form brand storytelling -- high production cost but very high content longevity
Threads: Early-adopter audience, text-heavy conversation, brand personality, informal tone
Capacity constraint: The team can realistically sustain a maximum of 2 platforms at full quality or 3 platforms if one is a lightweight secondary. For a one-person operation, never recommend more than 2 active platforms.
Platform role assignment: Assign each selected platform one of three roles:
Primary: 60-70% of content effort, the main growth channel, full format utilization
Secondary: 25-35% of effort, repurposed or adapted content, narrower format range
Amplification: Minimal effort, cross-post only, no original content creation required (e.g., LinkedIn reposts for a primarily Instagram brand)
Format compatibility check: Confirm the business can produce content in the dominant formats for each chosen platform. Video-first platforms (TikTok, Reels, YouTube Shorts) require shooting and editing capacity. Image-first platforms (Instagram feed, Pinterest) require strong visuals. Text-first platforms (LinkedIn, X, Threads) require writing.
Avoid vanity platform selection: Do not recommend a platform just because it is popular. A boutique law firm does not belong on TikTok. A Gen Z fashion brand does not belong on LinkedIn.
Step 3: Define Content Pillars with Precision
Content pillars are not vague categories. They are specific, repeatable frameworks that define what the brand talks about, why, and for whom.
Structure each pillar around a single, clear purpose: Educate, Inspire, Entertain, Convert, or Connect. Every post should serve one of these purposes.
Apply the 4-1-1 rule or 80/20 rule as the default ratio:
80/20: 80% value content (educational, entertaining, community-focused), 20% promotional
4-1-1: For every 4 value posts, 1 soft promotion (brand storytelling, behind-the-scenes), 1 hard promotion (offer, product, CTA)
The correct ratio depends on the business goal: awareness-focused strategies tilt more toward value content; conversion-focused strategies can tolerate up to 30% promotional content if audience trust is already established
Define 3-5 pillars (not more, not fewer):
Fewer than 3 pillars creates content monotony and audience fatigue
More than 5 pillars fragments the brand identity and makes content batching inefficient
Each pillar should be specific enough to generate 10+ distinct post ideas immediately
Include one "series" pillar: A recurring format with a consistent name, visual style, and schedule (e.g., "Monday Myth-Busting," "Friday Behind the Counter," "Tools We Use") -- series content builds habitual engagement and reduces ideation time
Assign content percentages that add to 100%: This creates a monthly posting target for each pillar and prevents over-reliance on promotional content
Validate pillars against the audience's self-interest: For each pillar, ask "why would the target audience stop scrolling for this?" If there is no clear answer, the pillar is brand-centric rather than audience-centric and should be reworked.
Step 4: Build a Realistic Posting Cadence
Frequency is meaningless without consistency. A sustainable cadence that never misses is always better than an ambitious cadence that collapses after three weeks.
Platform-specific frequency benchmarks (for accounts under 10,000 followers):
Instagram feed: 3-5 posts/week -- more than 5 without exceptional production quality dilutes the profile aesthetic
Instagram Stories: 5-7 frames/day -- Stories are a daily communication channel, not a content production channel
Instagram Reels: 2-4/week -- Reels carry disproportionate reach and should be prioritized for awareness goals
TikTok: 3-7/week minimum -- the algorithm rewards high posting frequency; 1-2x/day is optimal for growth phases
LinkedIn: 3-5 posts/week for personal profiles (organic reach is high); 2-4 posts/week for company pages
Facebook: 1-2 posts/day maximum; more than 2 reduces per-post organic reach
Pinterest: 5-25 pins/day (including repins) -- Pinterest is a high-volume platform where more is more
X: 3-10 tweets/day for active presence; replies and quote-tweets count toward presence
YouTube: 1-2 videos/week for a new channel; consistency matters more than frequency
Format mix guidelines per platform:
Instagram: 40% Reels, 35% carousel posts, 25% single-image posts -- carousels earn the highest saves and shares
LinkedIn: 40% text-only posts (outperform images for organic reach), 30% single image/infographic, 20% video, 10% document/PDF carousel
TikTok: 100% native vertical video -- no exceptions, no repurposed horizontal content
Facebook: 50% video/Reels, 30% image, 20% link posts (link posts perform poorly organically but drive traffic)
Batching and scheduling approach:
Batch content creation in weekly or bi-weekly blocks, not daily -- daily content creation is unsustainable for small teams
Use scheduling tools (Later, Buffer, Hootsuite, Metricool, or native scheduling in Creator Studio/LinkedIn Scheduler) to maintain consistency during busy periods
Keep 20% of the weekly content "reactive" -- unscheduled slots for timely content, trends, or community moments
Build a 2-week content buffer before launch to avoid running out of material
Step 5: Design the Engagement Architecture
Posting is only half of social media. Engagement drives algorithmic amplification, community loyalty, and conversion. This step is frequently omitted and must be explicitly built into the strategy.
The 5-5-5 daily engagement routine for small teams:
5 minutes: Respond to all comments and DMs from the past 24 hours
5 minutes: Comment meaningfully on 5 accounts in the target audience's world (hashtag communities, competitor followers, relevant accounts)
5 minutes: Engage with 5 posts from accounts the brand follows (not just likes -- substantive comments of 4+ words that add value)
Platform-specific engagement mechanics:
Instagram: Use polls and questions in Stories to drive DM responses; reply to every comment within 1 hour of posting (the first hour of engagement signals to the algorithm)
LinkedIn: Comment on posts from industry thought leaders before publishing your own posts -- this primes your audience and increases your post's initial reach
TikTok: Reply to comments with a video response -- this creates new content and dramatically increases comment engagement
Facebook: Prioritize engaging in Groups relevant to the target audience before pushing content to the brand page
Community-building tactics by business stage:
0-500 followers: Personal outreach -- follow target audience members, respond to every comment personally, ask followers questions directly in DMs
500-5,000 followers: Launch a UGC (user-generated content) program -- branded hashtag, reposts, community spotlights
5,000-25,000 followers: Introduce recurring interactive formats -- weekly Q&As, polls, "this or that" content, community challenges
25,000+ followers: Build an inner circle -- brand ambassador program, early access groups, private communities (Facebook Group, Discord, etc.)
Response time standards:
Comments: Respond within 1-2 hours during business hours
DMs: Respond within 24 hours; set up automated welcome message for new DMs
Negative comments: Respond within 1 hour with acknowledgment; take detailed issues to DM
Do not delete critical comments unless they are spam, hate speech, or include personal attacks -- visible responses to criticism build trust
Step 6: Set Platform-Specific KPIs and Benchmarks
Metrics must be tied to the business goal, not just vanity numbers. Follower count is a lagging indicator. Engagement rate is a leading indicator of content health.
Engagement rate benchmarks by platform (for accounts under 50,000 followers):
Instagram: 1-3% on feed posts is average; 3-6% is good; 6%+ is excellent
TikTok: 5-10% is average (likes + comments + shares / views); TikTok metrics are view-denominated, not follower-denominated
LinkedIn: 2-5% is average for company pages; personal profiles see 5-10% with strong content
Facebook: 0.5-1% is average for pages (organic reach is heavily suppressed); 1%+ is strong
X: 0.5-1% engagement per tweet is average; focus on reply rate over like rate
KPI framework by business goal:
Awareness: Reach, impressions, follower growth rate (target 5-15% month-over-month for new accounts), share/save rate
Engagement: Engagement rate, comments per post, DM volume, Story reply rate, poll participation rate
Traffic: Link-in-bio clicks (tracked via UTM parameters), Stories swipe-up rate, LinkedIn post link clicks
Lead generation: Lead magnet downloads from social traffic, DM-to-lead conversion rate, story CTA completion rate
Sales: Revenue attributed to social (UTM tracking + CRM tagging), conversion rate from social traffic, average order value from social referrals
Review cadence:
Weekly: Post-level performance review (which formats, pillars, and topics performed above or below baseline)
If engagement rate drops below the platform benchmark for 3 consecutive weeks -- audit content mix and test new formats
If follower growth stalls for 4 weeks -- audit reach per post, test Reels/TikTok/viral formats, increase proactive engagement
If a specific content pillar consistently underperforms -- reduce its share to minimum 10% and test new angles within it
If a format consistently outperforms -- increase its share by 10-15% in the next month's calendar
Step 7: Deliver the Complete Strategy Document
Compile all outputs into a structured, actionable document that the user or their team can immediately execute. The document must include:
Platform strategy table with roles, audience, and frequency
Content pillar definitions with percentage allocations and 5+ post ideas per pillar
A repeatable weekly calendar template (not a one-time plan)
Format mix guidance per platform
Engagement plan with specific daily/weekly activities
Metrics dashboard with current baselines and 90-day targets
First 2-week content brief (specific post topics with angles, not just categories)
Tool recommendations matched to the team's capacity and budget
Output Format
## Social Media Strategy: [Brand Name]
**Prepared for:** [Brand / Business Name]
**Strategy Period:** [Start Date] to [End Date] (typically 90 days)
**Goal:** [Single primary goal: Awareness / Leads / Sales / Community / Retention]
**Primary Audience:** [2-3 sentence audience definition including demographics + psychographics]
**Platforms:** [Platform 1 (Primary)] + [Platform 2 (Secondary)]
**Team:** [Who manages social, hours/week available]
**Date Prepared:** [Date]
---
### Platform Strategy
| Platform | Role | Core Audience | Content Focus | Weekly Frequency | Key Formats |
|----------|------|---------------|--------------|-----------------|-------------|
| [Platform 1] | Primary | [Who + why this platform] | [Main content theme] | [X posts/week] | [Reels, Carousels, Stories, etc.] |
| [Platform 2] | Secondary | [Who + why this platform] | [Main content theme] | [X posts/week] | [Formats appropriate to this platform] |
**Platform notes:**
- [Platform 1]: [1-2 sentences on how this platform is used specifically -- tone, goals, format priorities]
- [Platform 2]: [1-2 sentences on how this platform differs from the primary]
---
### Content Pillars
| # | Pillar Name | Purpose | % of Content | Posts/Month | Core Series or Format |
|---|-------------|---------|-------------|-------------|----------------------|
| 1 | [Specific pillar name] | [Educate / Inspire / Entertain / Connect / Convert] | [%] | [#] | [Recurring series name if applicable] |
| 2 | [Specific pillar name] | [Purpose] | [%] | [#] | [Series name] |
| 3 | [Specific pillar name] | [Purpose] | [%] | [#] | [Series name] |
| 4 | [Specific pillar name] | [Purpose] | [%] | [#] | [Series name] |
| 5 | [Specific pillar name -- Promotional] | [Convert] | [Max 20%] | [#] | [Offer format] |
**Post ideas per pillar:**
**Pillar 1 -- [Name]:** [Post idea 1], [Post idea 2], [Post idea 3], [Post idea 4], [Post idea 5]
**Pillar 2 -- [Name]:** [Post idea 1], [Post idea 2], [Post idea 3], [Post idea 4], [Post idea 5]
**Pillar 3 -- [Name]:** [Post idea 1], [Post idea 2], [Post idea 3], [Post idea 4], [Post idea 5]
**Pillar 4 -- [Name]:** [Post idea 1], [Post idea 2], [Post idea 3], [Post idea 4], [Post idea 5]
**Pillar 5 -- [Name]:** [Post idea 1], [Post idea 2], [Post idea 3], [Post idea 4], [Post idea 5]
---
### Weekly Content Calendar Template
> This is a repeatable weekly template, not a one-time plan. Rotate specific topics each week while keeping the day/platform/format/pillar structure stable.
| Day | Platform | Pillar | Format | Content Angle / Series |
|-----|----------|--------|--------|------------------------|
| Monday | [Platform] | [Pillar] | [Format] | [Specific angle or series name] |
| Tuesday | [Platform] | [Pillar] | [Format] | [Specific angle or series name] |
| Wednesday | [Platform] | [Pillar] | [Format] | [Specific angle or series name] |
| Thursday | [Platform] | [Pillar] | [Format] | [Specific angle or series name] |
| Friday | [Platform] | [Pillar] | [Format] | [Specific angle or series name] |
| Saturday | [Platform] | [Pillar] | [Format] | [Specific angle or series name] |
| Sunday | [Optional rest day or Stories-only day] | -- | -- | -- |
**Format mix summary:**
- [Platform 1]: [X]% Reels, [X]% Carousels, [X]% Single image, [X]% Stories (daily)
- [Platform 2]: [X]% Video, [X]% Image, [X]% Text/Link posts
---
### First 2-Week Content Brief
| Week | Day | Platform | Format | Pillar | Specific Topic | Caption Direction |
|------|-----|----------|--------|--------|----------------|-------------------|
| 1 | Mon | [Platform] | [Format] | [Pillar] | [Specific post topic] | [1-sentence caption angle] |
| 1 | Wed | [Platform] | [Format] | [Pillar] | [Specific post topic] | [1-sentence caption angle] |
| 1 | Fri | [Platform] | [Format] | [Pillar] | [Specific post topic] | [1-sentence caption angle] |
| 2 | Mon | [Platform] | [Format] | [Pillar] | [Specific post topic] | [1-sentence caption angle] |
| 2 | Wed | [Platform] | [Format] | [Pillar] | [Specific post topic] | [1-sentence caption angle] |
| 2 | Fri | [Platform] | [Format] | [Pillar] | [Specific post topic] | [1-sentence caption angle] |
---
### Engagement Plan
| Activity | Frequency | Time Required | Who | Notes |
|----------|-----------|---------------|-----|-------|
| Respond to comments | Daily (within 2 hrs of posting) | 5-10 min | [Role] | Prioritize first hour after publishing |
| Respond to DMs | Daily | 5-10 min | [Role] | Auto-reply welcome message for new DMs |
| Proactive commenting | 5 days/week | 10-15 min | [Role] | Comment on 5 accounts in target audience |
| Stories engagement (polls, questions) | 3-4x/week | 5 min | [Role] | Use replies to seed DM conversations |
| Community/UGC activity | [X/month] | [Time] | [Role] | [Specific activity: repost UGC, run poll, spotlight member] |
| Hashtag community engagement | 3x/week | 10 min | [Role] | Engage in [specific hashtag communities] |
---
### Metrics Dashboard
| KPI | Platform | Current Baseline | 30-Day Target | 90-Day Target | Review Frequency |
|-----|----------|-----------------|---------------|---------------|-----------------|
| Engagement rate | [Platform] | [X%] | [X%] | [X%] | Weekly |
| Follower count | [Platform] | [#] | [#] | [#] | Monthly |
| Reach per post | [Platform] | [#] | [#] | [#] | Weekly |
| Story views | [Platform] | [#] | [#] | [#] | Weekly |
| Link-in-bio clicks | [Platform] | [#] | [#] | [#] | Weekly |
| [Goal-specific KPI] | [Platform] | [Baseline] | [Target] | [Target] | [Frequency] |
**Optimization triggers:**
- If engagement rate falls below [X]% for 3 consecutive weeks -- [specific action]
- If follower growth is flat for 4 weeks -- [specific action]
- If [pillar] consistently underperforms -- [specific action]
---
### Tool Recommendations
| Tool | Purpose | Cost | Priority |
|------|---------|------|----------|
| [Tool name] | Content scheduling | [Free/Paid] | High |
| [Tool name] | Graphic design | [Free/Paid] | High |
| [Tool name] | Video editing | [Free/Paid] | [If video is in the strategy] |
| [Tool name] | Analytics | [Free/Paid] | Medium |
| [Tool name] | Hashtag research | [Free/Paid] | Low |
Rules
Never produce a strategy without completing the intake. If the user has not provided audience definition, business goal, team capacity, and current platform status, ask for these before generating the strategy. A strategy built on missing information will be wrong in ways the user cannot easily identify.
Platform selection must be audience-driven, never trend-driven. Do not recommend TikTok to a B2B software company because it is growing. Do not recommend LinkedIn to a direct-to-consumer food brand because it sounds professional. Every platform choice must be justified by where the target audience actually spends time.
Never recommend more platforms than the team can sustainably maintain. One person with 5 hours per week can maintain 2 platforms at adequate quality. Three platforms at poor quality is worse than one platform at excellent quality. Inactive or inconsistent accounts actively damage brand credibility.
Content must be adapted for each platform, not copied identically. The same piece of information presented as a 15-second TikTok video, a 10-slide LinkedIn carousel, and a 300-character tweet are three different pieces of content. Identical reposts across platforms produce platform-native audiences but feel lazy and out-of-context.
Posting frequency must reflect actual production capacity, not aspirational capacity. Always ask about the reality of content creation -- does the user have photography equipment, video editing skills, a designer? A restaurant posting gorgeous food photography 5x/week sounds great until the chef who cooks, manages staff, and responds to reviews is also expected to shoot and edit daily.
The promotional content cap is 20% unless trust has already been established. For new accounts (under 6 months, under 5,000 engaged followers), drop the promotional share to 10-15%. Audiences do not follow brands to be sold to -- they follow for value and come to trust the brand enough to buy.
Never output a strategy without a specific engagement plan. Publishing content without engaging with the community is broadcasting, not social media. The engagement section is not optional -- it is what separates accounts that grow from accounts that stagnate.
KPIs must be benchmarked to account size, platform, and business stage. A 5% engagement rate target is appropriate for a 1,000-follower Instagram account. It is unrealistic for a 500,000-follower brand page. A 2% engagement rate on LinkedIn is excellent. A 2% engagement rate on TikTok is below average. Apply platform-appropriate benchmarks.
The weekly calendar must be a repeatable template structure, not a one-time editorial plan. The template rotates specific topics each week but keeps the day, platform, format, and pillar structure constant. This is the mechanism that makes consistency sustainable over 90 days.
Always include a first 2-week content brief with specific topics. The most common point of failure for a social media strategy is the gap between the strategy document and actual execution. Giving the user the first 10-12 posts as specific, titled topics removes the inertia barrier and ensures the strategy is immediately usable.
Always specify the role of Stories/ephemeral content separately from feed content. Stories on Instagram and Facebook serve a different function than feed posts -- they are daily conversation, behind-the-scenes, and interactive touchpoints. They should not be treated as a subset of the feed posting frequency.
Hashtag strategy is a separate tactical decision. For platforms where hashtags drive discovery (Instagram, TikTok, LinkedIn to a lesser extent), provide a specific hashtag architecture: 3-5 broad hashtags (over 1M posts), 5-7 mid-tier hashtags (100K-1M posts), 3-5 niche hashtags (under 100K posts), and 1-2 branded hashtags. Instagram's algorithm currently prioritizes keyword matching over hashtag reach, so include keywords in the caption itself, not just in hashtag blocks.
Edge Cases
1. B2B Company With No Social Presence LinkedIn is the primary platform for most B2B contexts, with a company page and ideally a founder/executive personal profile operating in parallel. Executive thought leadership on a personal LinkedIn profile consistently outperforms company page content by 5-10x in organic reach. Structure the strategy around both. Content pillars for B2B should emphasize industry insight (not product features), problem-solving content, behind-the-scenes company culture, and customer success stories (case studies in post format). Posting cadence can be 3-4x per week rather than daily -- B2B audiences tolerate and often prefer less-frequent, higher-quality content. Avoid the common trap of making every post about the product or service -- B2B buyers research for months, and trust is built through consistent demonstration of expertise, not constant promotion.
2. Highly Regulated Industries (Healthcare, Finance, Legal, Alcohol) Compliance constraints fundamentally reshape content pillars. In healthcare, avoid medical advice language -- reframe educational content as "general wellness information" and include mandatory disclaimers. In financial services, avoid forward-looking performance claims and include required regulatory disclaimers on every post. In legal, avoid content that could be construed as legal advice rather than legal education. In alcohol, age-gating requirements apply on certain platforms (especially paid, but also for profile setup), and language must avoid targeting under-21 audiences. In all regulated industries, have a compliance review process for content before publishing -- build a 24-48 hour review window into the content calendar cadence. Never recommend high-frequency posting for these industries because review cycles slow production.
3. Local Business With Geographically Constrained Audience When the target audience is local (within a metro area or specific region), platform strategy shifts significantly. Facebook is often more effective than Instagram for local audiences because of its local discovery tools, community groups, and event features. Instagram geotag strategy becomes critical -- always add location tags to posts and Stories to appear in local discovery. Google Business Profile is technically not a social platform but functions as one and should be mentioned as a recommendation alongside the primary strategy. Local hashtags and community hashtags (e.g., #AustinEats, #PDXSmallBusiness) outperform category hashtags for local reach. Content pillars should include a "local community" pillar that highlights neighborhood involvement, local partnerships, nearby events, and references to the specific city or area -- this builds local identity and drives word-of-mouth from within the community.
4. Personal Brand (Thought Leader, Creator, Consultant, Coach) The fundamental difference in a personal brand strategy is that the person IS the product. Content pillars must include personality, values, and worldview content in addition to expertise content. The platform selection often includes more text-based or conversation-first platforms (LinkedIn, X, Threads) alongside visual ones because the written voice is part of the brand. Avoid over-polishing content -- authenticity and personal perspective consistently outperform slick, branded content for personal accounts. Include a "controversial take" or "hot take" content type (not inflammatory -- just a genuine professional opinion that differs from conventional wisdom) because these posts generate disproportionate engagement and audience growth. For consultants and coaches, social media strategy should have a clear conversion pathway: posts that build authority -- lead magnet in bio -- email list -- conversion, because follower count alone does not produce client revenue.
5. Product Launch or Campaign Period (Temporary Strategy Shift) When a brand is launching a new product, entering a new market, or running a 4-8 week promotional campaign, the baseline strategy needs a "campaign mode" overlay. During campaign periods: increase promotional content from 20% to a maximum of 35-40%, distribute campaign-specific content across all platforms simultaneously (the one context where cross-posting identical content is acceptable), create a campaign hashtag, and increase posting frequency by 20-30% if resources allow. Pre-launch teasers (1-2 weeks out) should be cryptic and curiosity-driven, not revealing. Launch week should include a day-one announcement on all platforms with platform-native formats. Post-launch, taper the campaign content back to the baseline 20% promotional mix by week 3-4 to avoid audience fatigue.
6. Failing Account Trying to Recover (Existing Account With Declining Engagement) When the user has an existing account with declining engagement, the strategy must include a diagnostic step before prescribing a solution. Common failure modes: inconsistent posting (gaps of 2+ weeks), over-promotional content mix, mismatched audience (growth via giveaways or follow-for-follow produced non-engaged followers), outdated formats (no Reels on an Instagram account that only posts static images), or audience mismatch from a rebrand. Prescribe a 4-week "reset" period before the full strategy launches: audit the last 30 posts for top performers (save and share rate, not just likes), archive or hide the lowest-performing 20% of content if it misrepresents the brand, and re-establish the account's bio, link-in-bio, and profile as the first visible action. Do not recommend a dramatic posting frequency increase immediately -- rebuild consistency with a modest cadence first, then scale.
7. Multi-Location or Franchise Business Managing social media for a business with multiple locations requires a governance structure in addition to a content strategy. Define clearly which accounts exist: one national/corporate account per platform, or individual location accounts, or both. If individual location accounts exist, the corporate strategy must include brand guidelines for local accounts (approved hashtag sets, required brand elements, banned content types, photo quality standards). Content responsibilities must be split: corporate produces brand-level content (product launches, values, seasonal campaigns); local produces hyper-local content (staff spotlights, local events, location-specific offers). Without this split defined explicitly, multi-location brands end up with either inconsistent brand representation or a content bottleneck where one team must produce content for 50 locations.
8. Zero Existing Audience (Brand New Account) The first 90 days for a new account require a different strategic emphasis than an established account. Growth and engagement norms do not apply in the first 30 days because the algorithm has no behavioral data on the account to distribute content. Focus the first 30 days on: optimizing the profile completely (bio, link, profile photo, highlights), publishing 2 weeks of content before announcing the account, following and engaging with 50-100 accounts in the target audience's world, and establishing a content rhythm. Do not set follower growth as the primary KPI in the first 60 days -- set engagement rate and content consistency as the leading KPIs. The launch announcement itself should be a piece of content (a Reel or video introducing the brand) that asks the audience to share with someone who would benefit -- this seeds the initial network effect.
Example
Input: "I need a social media strategy for my boutique fitness studio. We offer small group classes: yoga, HIIT, and barre. We currently have about 200 members. I run the studio and manage social media myself, probably 5 hours a week max. Our Instagram has 847 followers and we post inconsistently -- maybe twice a week when I remember. Facebook page has 312 likes but barely post there. We're trying to attract new local members and get current members to refer friends. We're in Austin, TX."
Output:
Social Media Strategy: [Studio Name] Fitness Studio
Prepared for: Boutique fitness studio (yoga, HIIT, barre), Austin TX Strategy Period: 90 days (Months 1-3) Primary Goal: Attract new local members + activate referrals from existing community Primary Audience: Austin women 24-42, health-conscious, value community and personalized attention over big-box gyms, follow fitness and wellness accounts, disposable income for boutique fitness ($150-250/month range) Platforms: Instagram (primary) + Facebook (secondary) Team: Owner-managed, 5 hours/week total Date Prepared: [Current date]
Platform Strategy
Platform
Role
Core Audience
Content Focus
Weekly Frequency
Key Formats
Instagram
Primary
Local Austin women 24-42, fitness-curious, community-seekers
Studio atmosphere, class experience, instructor personality, member stories
4 feed posts/week + daily Stories
50% Reels, 30% Carousels, 20% Single image
Facebook
Secondary
Local Austin community, event discovery, 30-50 demographic
Class schedule, events, member testimonials, community spotlights
2 posts/week
Image + short video repurposed from Instagram
Platform notes:
Instagram: This is where local fitness discovery happens for the target audience. Prioritize Reels for reach to non-followers. Stories serve as the daily connection channel -- post 2-4 frames daily even when there is no feed post.
Facebook: Do not create original content for Facebook. Repurpose Instagram posts via Meta's native cross-posting. Use Facebook primarily for events (class workshops, community challenges) and for reaching the slightly older local demographic through local community groups.
Content Pillars
#
Pillar Name
Purpose
% of Content
Posts/Month
Core Series
1
Class Experience
Educate + Inspire
30%
6-7
"What to Expect" weekly Reel
2
Studio Community
Connect
25%
5-6
"Member Spotlight" every other week
3
Instructor Voices
Build trust + connection
20%
4-5
"Ask [Instructor Name]" Stories Q&A
4
Wellness + Lifestyle
Educate (value content)
15%
3-4
None -- topic variety
5
Studio Offers + News
Convert + Announce
10%
2-3
Class schedule updates, new member offers
Post ideas per pillar:
Pillar 1 -- Class Experience:
15-second Reel of a barre class set to trending audio showing the energy and space
Carousel: "5 Things First-Time HIIT Attenders Always Get Wrong" (tips that reduce intimidation)
Reel: Instructor teaching a 3-breath reset between HIIT sets -- a technique non-members don't know exists
Single image: Studio before 6am with caption "This is what 5:45am looks like when you actually want to be there"
Reel: Side-by-side of a beginner and advanced student in the same yoga class ("we truly meet you where you are")
Pillar 2 -- Studio Community:
Member spotlight carousel: 3-4 slides featuring a member, their class preference, and one quote about why they keep coming back
Reel: "Day in the life of a studio regular" -- casual, iPhone-shot, authentic
Staff birthday or work anniversary post that tags the instructor
"We hit [X] classes together this month" community milestone post with class stats
UGC repost: Share a member's post from class with permission (ask in DM or via Stories poll "tag us to be featured")
Pillar 3 -- Instructor Voices:
Instructor playlist reveal carousel: "What [Name] plays in Sunday yoga"
Stories Q&A: "Ask [Instructor] anything about HIIT" -- screenshot best questions for feed post
Instructor "hot take" post: "Unpopular opinion: you should not go to HIIT more than 3 times a week. Here's why."
Behind-the-scenes Reel: Instructor preparing the studio before 6am
"Why I teach barre" -- short-form first-person video, 30-60 seconds
Pillar 4 -- Wellness + Lifestyle:
Carousel: "The 3 things that actually help muscle soreness (and the 2 that don't)"
Single image/quote: A recovery or mindset quote with the studio's visual brand
Reel: "Morning routine before a 6am HIIT class" -- what the instructor actually eats
Carousel: "How to layer yoga and HIIT in a week without overtraining" -- a practical scheduling guide
Pillar 5 -- Studio Offers + News:
"Refer a friend and both get one class free" -- graphic post with clear CTA
New class time announcement with urgency: "We added a Saturday 9am HIIT -- only 8 spots"
"First class free this week only" -- time-limited offer for local awareness
Facebook: 2 posts/week cross-posted from Instagram (Thursday offer post + one community post)
First 2-Week Content Brief
Week
Day
Platform
Format
Pillar
Specific Topic
Caption Direction
1
Mon
Instagram
Reel
Class Experience
15-sec clip of a barre class in session, trending audio
"This is what Tuesday morning at [Studio] looks like. 8 spots left this week. Link in bio."
1
Wed
Instagram
Carousel (4 slides)
Instructor Voices
"Meet [Instructor Name] -- the person who will make you fall in love with HIIT"
Introduce the instructor, her background, teaching philosophy, and what new members always ask her
1
Thu
Instagram + Facebook
Graphic
Offers + News
"New member special: First class free, any format"
"If you've been curious about [Studio], this is your week. No commitment, just show up."
1
Fri
Instagram
Carousel (3 slides)
Studio Community
Member spotlight: [Member name or first name only with permission]
"She started with one yoga class a week. Today she teaches here. Meet [Name]."
1
Sat
Instagram
Single image
Wellness + Lifestyle
Quote image: "You don't have to go hard to go consistently."
Short caption on sustainable fitness, ending with "What class are you taking this week? Tell us below."
2
Mon
Instagram
Reel
Class Experience
30-sec "What to expect in your first HIIT class" -- instructor talking to camera
"Every single person in our HIIT class was a first-timer once. Here's what they wish they knew."
2
Wed
Instagram
Carousel
Wellness + Lifestyle
"How to schedule yoga + HIIT in the same week" -- 5 slides
Educational carousel with simple visual schedule, CTA to view class times in bio
2
Thu
Instagram + Facebook
Image
Offers + News
Saturday 9am HIIT announcement
"We added a Saturday 9am. 8 spots. First come, first served. Schedule in bio."
2
Fri
Instagram
Reel
Studio Community
Behind-the-scenes: studio setup before a 6am class, instructor prepping the room
"Most people are asleep when [Name] is already making this place perfect for you."
2
Sat
Instagram
Single image
Instructor Voices
Instructor hot take post
"Unpopular opinion: You don't need to go hard 5 days a week. Here's what we actually recommend."
Engagement Plan
Activity
Frequency
Time Required
Who
Notes
Respond to all comments
Daily, within 2 hrs of publishing
5 min
Owner
First hour of engagement is critical for Instagram algorithm -- check phone after posting
Respond to DMs
Daily
5-10 min
Owner
Set up an automated Instagram welcome DM for new followers: "Thanks for following! Our schedule is in the link in bio -- first class is free this week."
Proactive commenting
5 days/week
10 min
Owner
Comment on 5 posts from accounts your target members follow: Austin fitness hashtags, local wellness accounts, neighborhood community accounts
Stories interactive content
4x/week
5 min
Owner
Use polls ("yoga or HIIT this week?"), countdowns (to a new challenge), and question boxes ("What would you want in a new class format?")
UGC sourcing
Weekly
5 min
Owner
After each class, post a Stories frame: "Tag us if you came to class today -- we repost!"
Local community engagement
3x/week
10 min
Owner
Engage in Austin-specific hashtags: #AustinFitness, #AustinYoga, #AustinWellness, and local neighborhood accounts
Referral activation
Monthly
15 min
Owner
Monthly Stories post reminding members about the refer-a-friend offer; send a DM to the 10 most engaged followers personally
Metrics Dashboard
KPI
Platform
Current Baseline
30-Day Target
90-Day Target
Review Frequency
Engagement rate (feed)
Instagram
~1.8% (estimated)
3%
5%
Weekly
Reach per Reel
Instagram
Unknown
500 non-followers
1,500 non-followers
Weekly
Follower count
Instagram
847
1,050
1,500
Monthly
Story views (avg per frame)
Instagram
Unknown
100
200
Weekly
Link-in-bio clicks
Instagram
Unknown
25/week
75/week
Weekly
Page likes/follows
Facebook
312
360
450
Monthly
New member inquiries via social DM
Both
Unknown
3/week
10/week
Weekly
Optimization triggers:
If engagement rate is below 2.5% for 3 consecutive weeks -- audit content mix; shift 10% of feed posts from single images to Reels and carousels
If follower growth is flat after 6 weeks -- increase proactive engagement from 5 to 10 accounts per day; test a local giveaway campaign (free month of classes) to seed reach
If the Wellness/Lifestyle pillar consistently underperforms -- replace it with more Community content and reduce it to 10% share
If Story views are not growing month-over-month -- test interactive sticker content every day for 2 weeks (polls, countdowns, quizzes)
Tool Recommendations
Tool
Purpose
Cost
Priority
Later or Buffer
Schedule Instagram and Facebook posts in advance; batch weekly content on Sunday
Free tier available; Later paid starts at $18/mo
High -- use from week 1
Canva
Design carousels, quote graphics, promotional posts without a designer
Free tier covers most needs; Pro is $15/mo
High
CapCut
Edit Reels on iPhone; add captions, trending audio, transitions