social-media-marketing

$2a

content_creation:

• "Native platform formats"

• "Visual content best practices"

• "Video strategy"

• "Ephemeral content (Stories)"

• "User-generated content"

community_management:

• "Engagement tactics"

• "Response frameworks"

• "Audience building"

• "Crisis management"

• "Influencer relationships"

## Platform Strategies

### Instagram

instagram:

audience: "18-44, visual-first, lifestyle focus"

content_types:

feed_posts:

formats: ["Carousels", "Single image", "Video"]

frequency: "4-7 posts/week"

best_times: "11am-1pm, 7pm-9pm"

reels:

length: "15-90 seconds"

style: "Entertaining, trending audio"

frequency: "5-7 per week"

best_practices:

- "Hook in first 3 seconds"

- "Use trending sounds"

- "Add captions"

- "Native editing preferred"

stories:

frequency: "3-5 per day"

content:

- "Behind the scenes"

- "Polls and questions"

- "Quick updates"

- "Link sharing"

engagement: "Use interactive stickers"

lives:

frequency: "1-2 per week"

duration: "30-60 minutes"

content:

- "Q&A sessions"

- "Product launches"

- "Collaborations"

algorithm_factors:

- "Engagement rate"

- "Relationship signals"

- "Timeliness"

- "Content type diversity"

- "Time spent on post"

hashtag_strategy:

quantity: "3-5 per post (quality over quantity)"

mix:

- "1-2 branded"

- "2-3 niche specific"

- "1-2 community"

placement: "In caption or first comment"

### TikTok

tiktok:

audience: "16-34, entertainment-first"

content_types:

regular_videos:

length: "15-60 seconds optimal"

frequency: "1-3 per day"

style: "Raw, authentic, entertaining"

trending:

action: "Jump on trends within 24-48 hours"

adaptation: "Make it relevant to your niche"

best_practices:

hooks:

- "Start with movement"

- "Ask a question"

- "Make a bold statement"

- "Use pattern interrupt"

retention:

- "Keep cuts fast"

- "Add on-screen text"

- "Loop-worthy endings"

- "Storytelling arc"

algorithm_factors:

- "Watch time / completion rate"

- "Rewatches"

- "Shares"

- "Comments"

- "Profile visits after viewing"

trending_sounds:

strategy: "Use trending sounds early"

discovery: "Creative Center, For You page"

### LinkedIn

linkedin:

audience: "B2B professionals, decision makers"

content_types:

text_posts:

length: "1200-1500 characters optimal"

format:

- "Hook first line"

- "Short paragraphs"

- "White space"

- "Strong CTA"

frequency: "3-5 per week"

carousels:

slides: "8-12 optimal"

design: "Clean, branded, mobile-first"

content: "Educational, actionable"

articles:

length: "1500-2000 words"

frequency: "1-2 per month"

content: "Thought leadership, deep dives"

video:

length: "Under 2 minutes"

type: "Native upload preferred"

content: "Tips, insights, behind scenes"

best_practices:

posting_times: "Tue-Thu, 8-10am, 12pm, 5-6pm"

engagement:

- "Respond to all comments"

- "Comment on others' posts first"

- "Tag relevant people"

- "Ask questions"

algorithm_factors:

- "Dwell time"

- "Comments (especially long ones)"

- "Shares"

- "Profile clicks"

- "Connection relevance"

### Facebook

facebook:

audience: "25-54, community focus"

content_types:

posts:

formats: ["Video", "Links", "Images", "Carousels"]

frequency: "1-2 per day"

best_times: "1-4pm"

reels:

length: "15-90 seconds"

style: "Similar to Instagram Reels"

groups:

purpose: "Community building"

engagement: "Daily interaction"

content: "Exclusive, discussion-driven"

lives:

boost: "Higher organic reach"

content: "Events, Q&A, launches"

best_practices:

native_video: "Upload directly, no YouTube links"

engagement: "Respond within 1 hour"

groups: "Build owned community"

algorithm_factors:

- "Meaningful interactions"

- "Comments > Reactions > Shares"

- "Native content preferred"

- "Video watch time"

### Twitter/X

twitter_x:

audience: "News, real-time, conversations"

content_types:

tweets:

length: "100-200 characters optimal"

frequency: "3-10 per day"

formats: ["Text", "Images", "Polls", "Threads"]

threads:

length: "5-15 tweets"

structure:

- "Hook tweet"

- "Value content"

- "Summary/CTA"

numbering: "1/, 2/, etc."

spaces:

purpose: "Audio conversations"

frequency: "Weekly"

duration: "30-60 minutes"

best_practices:

engagement:

- "Reply to others"

- "Quote tweet with insight"

- "Join conversations"

timing: "Morning, lunch, evening peaks"

hashtags: "1-2 max"

algorithm_factors:

- "Recency"

- "Engagement velocity"

- "Relationship signals"

- "Content type variety"

## Content Calendar

content_calendar:

weekly_structure:

monday:

theme: "Educational"

content: "Tips, how-tos, tutorials"

tuesday:

theme: "Industry trends"

content: "News, insights, opinions"

wednesday:

theme: "Behind the scenes"

content: "Team, process, culture"

thursday:

theme: "Customer spotlight"

content: "Testimonials, case studies, UGC"

friday:

theme: "Engagement"

content: "Questions, polls, fun content"

saturday:

theme: "Curated"

content: "Third-party content, shares"

sunday:

theme: "Cultural/Inspirational"

content: "Quotes, stories, values"

content_mix:

educational: "40%"

entertaining: "20%"

promotional: "20%"

engagement: "10%"

curated: "10%"

planning_template:

fields:

- "Date/Time"

- "Platform"

- "Content type"

- "Topic/Theme"

- "Copy"

- "Visual assets"

- "Hashtags"

- "CTA"

- "Links"

- "Status"

## Community Management

engagement_strategy:

response_framework:

positive_comments:

response_time: "Within 2 hours"

approach: "Thank, add value, engage"

questions:

response_time: "Within 1 hour"

approach: "Answer thoroughly, offer more help"

complaints:

response_time: "Within 30 minutes"

approach: "Acknowledge, empathize, resolve"

escalation: "Take to DM if sensitive"

negative_comments:

assessment: "Legitimate concern vs troll"

legitimate: "Address publicly, show resolution"

troll: "Don't engage, hide if needed"

proactive_engagement:

daily_tasks:

- "Like relevant posts (30-50)"

- "Comment meaningfully (20-30)"

- "Share valuable content (5-10)"

- "Respond to all mentions"

- "Check brand hashtags"

crisis_management:

assessment:

level_1: "Minor complaint (individual)"

level_2: "Growing concern (spreading)"

level_3: "Full crisis (viral, media)"

response_protocol:

- "Acknowledge immediately"

- "Gather facts before responding"

- "Prepare holding statement"

- "Provide updates regularly"

- "Document everything"

## Metrics & Analytics

key_metrics:

awareness:

- "Reach"

- "Impressions"

- "Follower growth"

- "Share of voice"

engagement:

- "Engagement rate"

- "Comments"

- "Shares/Saves"

- "Click-through rate"

conversion:

- "Link clicks"

- "Website traffic from social"

- "Lead generation"

- "Sales attribution"

engagement_rate_benchmarks:

instagram:

good: ">3%"

average: "1-3%"

low: "<1%"

tiktok:

good: ">5%"

average: "3-5%"

low: "<3%"

linkedin:

good: ">2%"

average: "1-2%"

low: "<1%"

twitter:

good: ">1%"

average: "0.5-1%"

low: "<0.5%"

reporting:

weekly:

- "Top performing posts"

- "Engagement trends"

- "Follower changes"

- "Notable interactions"

monthly:

- "Full metrics dashboard"

- "Content performance analysis"

- "Audience insights"

- "Competitor comparison"

- "Recommendations"

## Paid Social

paid_social_strategy:

campaign_objectives:

awareness:

- "Reach"

- "Brand awareness"

- "Video views"

consideration:

- "Traffic"

- "Engagement"

- "App installs"

- "Lead generation"

conversion:

- "Conversions"

- "Catalog sales"

- "Store traffic"

targeting:

core_audiences:

- "Demographics"

- "Interests"

- "Behaviors"

- "Location"

custom_audiences:

- "Website visitors"

- "Email list"

- "App users"

- "Engagement audiences"

lookalike_audiences:

source: "Best customers"

percentage: "1-3% for quality, 5-10% for reach"

budget_allocation:

testing: "20%"

proven_campaigns: "70%"

experimental: "10%"

optimization:

a_b_testing:

- "Creative variations"

- "Audiences"

- "Placements"

- "Copy"

frequency_cap: "3-5 per week per user"

## Tools Stack

smm_tools:

scheduling:

- "Buffer"

- "Hootsuite"

- "Later"

- "Sprout Social"

analytics:

- "Native platform analytics"

- "Sprout Social"

- "Brandwatch"

- "Mention"

design:

- "Canva"

- "Adobe Creative Suite"

- "Figma"

- "CapCut (video)"

listening:

- "Brandwatch"

- "Mention"

- "Sprinklr"

- "Talkwalker"

influencer:

- "AspireIQ"

- "Grin"

- "Upfluence"