Merge pull request #15 from mohitagw15856/claude/lucid-sagan-YnJQS
feat: add Social Media profession — 5 new skills, pm-social bundle, v…
This commit is contained in:
mohitagw15856
GitHub
@@ -1,8 +1,8 @@
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{
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"$schema": "https://anthropic.com/claude-code/marketplace.schema.json",
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"name": "pm-claude-skills",
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"version": "12.0.0",
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"description": "PM stands for Professional, not just Product Management. 150 Claude Skills + 4 agent templates across 23 bundles covering 16 professions — engineering, customer success, legal, finance, HR, sales, design, Figma, marketing, and more. Built by a PM, used by everyone. Building blocks for the Anthropic agent template architecture.",
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"version": "13.0.0",
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"description": "PM stands for Professional, not just Product Management. 155 Claude Skills + 4 agent templates across 24 bundles covering 17 professions — engineering, customer success, legal, finance, HR, sales, design, Figma, marketing, social media, and more. Built by a PM, used by everyone. Building blocks for the Anthropic agent template architecture.",
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"owner": {
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"name": "Mohit Aggarwal",
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"email": "mohit15856@gmail.com"
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@@ -191,6 +191,14 @@
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"category": "productivity",
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"source": "./plugins/pm-figma",
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"homepage": "https://github.com/mohitagw15856/pm-claude-skills"
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},
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{
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"name": "pm-social",
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"description": "Social Media skills: Social Media Audit, Influencer Brief, Community Management Playbook, Social Ad Campaign, Viral Content Framework. Score your social presence, brief influencer partnerships, manage communities at scale, plan paid social campaigns with full ad copy, and build a repeatable system for shareable content.",
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"version": "1.0.0",
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"category": "productivity",
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"source": "./plugins/pm-social",
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"homepage": "https://github.com/mohitagw15856/pm-claude-skills"
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}
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]
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}
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@@ -1,18 +1,18 @@
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# 🧠 PM Claude Skills — 150 Skills for Every Profession
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# 🧠 PM Claude Skills — 155 Skills for Every Profession
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[](https://github.com/mohitagw15856/pm-claude-skills/stargazers)
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[](https://github.com/mohitagw15856/pm-claude-skills)
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[](https://github.com/mohitagw15856/pm-claude-skills/releases)
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[](https://github.com/mohitagw15856/pm-claude-skills)
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[](https://github.com/mohitagw15856/pm-claude-skills/releases)
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[](https://github.com/mohitagw15856/pm-claude-skills#-quick-install-2-minutes)
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[](LICENSE)
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[](https://github.com/sponsors/mohitagw15856)
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> **PM stands for Professional, not just Product Management.**
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> 150 Claude Skills + 4 agent templates across 16 professions. Built by a PM, used by everyone.
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> 155 Claude Skills + 4 agent templates across 24 bundles covering 17 professions. Built by a PM, used by everyone.
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A community-built library of Claude Skills for professionals across every field — product management, engineering, customer success, marketing, design, legal, finance, HR, sales, operations, research, and more. Each skill is a structured SKILL.md file that teaches Claude how to produce professional-grade outputs for your specific workflows.
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A community-built library of Claude Skills for professionals across every field — product management, engineering, customer success, marketing, social media, design, legal, finance, HR, sales, operations, research, and more. Each skill is a structured SKILL.md file that teaches Claude how to produce professional-grade outputs for your specific workflows.
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**🆕 Latest release (v12.0.0):** 150-skill milestone — 15 new skills across 10 bundles. From cohort analysis and data pipeline specs to renewal playbooks, team health checks, RACI matrices, social media strategy, and an AI ethics review framework.
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**🆕 Latest release (v13.0.0):** Social Media profession added — 5 new skills for social media managers, content creators, and growth marketers. Audit your social presence, brief influencer partnerships, manage communities at scale, plan paid social campaigns, and build a viral content system.
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---
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## 🚀 Quick Install (2 minutes)
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@@ -49,6 +49,8 @@ claude plugin install pm-cross@pm-claude-skills # Cross-profession
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claude plugin install pm-figma@pm-claude-skills # Figma
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claude plugin install pm-social@pm-claude-skills # Social Media 🆕
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Or clone and symlink for auto-updates:
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@@ -74,7 +76,7 @@ ln -s ~/pm-claude-skills/skills/* ~/.claude/skills/
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On May 5, 2026, Anthropic [released their first agent templates](https://www.anthropic.com/news/finance-agents) — pre-packaged Claude agents that combine **skills, connectors, and subagents** into ready-to-run workflows for financial services.
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This library is the largest open-source collection of professional skills available — covering 15 professions beyond financial services. **The 150 skills here are the building blocks for agent templates outside of finance.**
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This library is the largest open-source collection of professional skills available — covering 16 professions beyond financial services. **The 155 skills here are the building blocks for agent templates outside of finance.**
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### What is an agent template?
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@@ -149,6 +151,27 @@ Documentation, working orchestration script, and example outputs are included in
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More templates will follow. If you want to contribute one, see the [template contribution guide](./templates/CONTRIBUTING.md).
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---
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## 🆕 What's New in v13.0.0 — Social Media Profession
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**5 new skills — a complete Social Media profession bundle:**
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| Skill | Bundle | What It Does |
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|---|---|---|
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| **Social Media Audit** 🆕 | pm-social | Scored audit across all platforms — profile completeness, content performance, competitive benchmarking, and a prioritised action plan |
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| **Influencer Brief** 🆕 | pm-social | Complete creator partnership brief with deliverables, creative guidelines, approval workflow, commercial terms, and campaign measurement |
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| **Community Management Playbook** 🆕 | pm-social | Response frameworks, moderation rules, escalation tiers, DM templates, tone-of-voice guidance, and community health metrics |
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| **Social Ad Campaign** 🆕 | pm-social | Full-funnel paid social campaign plan with audience targeting, ad set architecture, copy for every format (video, static, carousel, lead gen), budget allocation, and A/B testing plan |
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| **Viral Content Framework** 🆕 | pm-social | Psychology of sharing, 6 proven hook formulas, 5 content structures, platform-specific playbooks for LinkedIn/TikTok/Instagram/X/YouTube, and a repeatable content testing system |
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The library now includes **155 skills** across **17 professions** + 4 working agent templates.
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Install the new bundle:
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claude plugin install pm-social@pm-claude-skills
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---
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## 🆕 What's New in v12.0.0 — 150 Skills Milestone
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@@ -258,7 +281,7 @@ This repo was built alongside a published article series. Read the full story:
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---
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## 🗂️ All 150 Skills
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## 🗂️ All 155 Skills
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### 🛠️ Product Management (Skills 1–37)
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**Bundles:** `pm-essentials` · `pm-discovery` · `pm-planning` · `pm-delivery` · `pm-analytics` · `pm-strategy` · `pm-advanced` · `pm-rituals`
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@@ -532,9 +555,28 @@ claude plugin install pm-figma@pm-claude-skills
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---
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### 📱 Social Media (Skills 151–155)
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**Bundle:** `pm-social`
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> Install:
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```
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claude plugin install pm-social@pm-claude-skills
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```
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| # | Skill | Folder | What It Does |
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|---|---|---|---|
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| 151 | **Social Media Audit** 🆕 | `skills/social-media-audit/` | Scored audit across all platforms — profile completeness, content performance, competitive benchmarking, and a prioritised action plan with 30-day quick wins |
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| 152 | **Influencer Brief** 🆕 | `skills/influencer-brief/` | Complete creator partnership brief with deliverables spec, creative guidelines, key messages, approval workflow, commercial terms, and campaign measurement |
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| 153 | **Community Management Playbook** 🆕 | `skills/community-management-playbook/` | Response frameworks, moderation rules, escalation tiers, DM templates, tone-of-voice guidance, platform-specific notes, and community health metrics |
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| 154 | **Social Ad Campaign** 🆕 | `skills/social-ad-campaign/` | Full-funnel paid social plan with audience targeting, ad set architecture, copy for every format (video, static, carousel, lead gen), budget allocation, bidding strategy, and A/B testing plan |
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| 155 | **Viral Content Framework** 🆕 | `skills/viral-content-framework/` | Psychology of sharing, 6 proven hook formulas, 5 content structures, platform-specific playbooks for LinkedIn/TikTok/Instagram/X/YouTube, and a repeatable content testing system |
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---
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## ❤️ Sponsor This Work
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Building and maintaining 150 skills across 23 bundles takes real time — testing skills against new model releases, building new ones from community requests, writing the article series, and keeping documentation current.
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Building and maintaining 155 skills across 24 bundles takes real time — testing skills against new model releases, building new ones from community requests, writing the article series, and keeping documentation current.
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If these skills save you time at work, consider sponsoring:
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@@ -625,7 +667,7 @@ claude plugin install pm-gtm@pm-claude-skills
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claude plugin install pm-engineering@pm-claude-skills # Engineering (35 skills)
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claude plugin install pm-cs@pm-claude-skills # Customer Success (4 skills) 🆕
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claude plugin install pm-cs@pm-claude-skills # Customer Success
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claude plugin install pm-data@pm-claude-skills
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@@ -651,6 +693,8 @@ claude plugin install pm-cross@pm-claude-skills
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claude plugin install pm-figma@pm-claude-skills
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claude plugin install pm-social@pm-claude-skills # Social Media 🆕
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---
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## 🤖 Companion Repository — ChatGPT Custom GPTs
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@@ -665,7 +709,7 @@ Read the full breakdown: [Part 12 — I Built the Same Skills Library for ChatGP
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## 🛠️ Custom Skills for Your Team
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The 114 skills in this library are built for general professional workflows. But the most powerful version of Claude Skills is one built specifically for *your* team — your templates, your terminology, your processes, your quality standards.
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The 155 skills in this library are built for general professional workflows. But the most powerful version of Claude Skills is one built specifically for *your* team — your templates, your terminology, your processes, your quality standards.
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**What custom skills look like in practice:**
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@@ -0,0 +1,309 @@
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---
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name: community-management-playbook
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description: "Build a community management playbook for a brand's social media channels. Use when asked to create guidelines for managing comments, DMs, and community interactions, define a moderation policy, or build response frameworks for social media community managers. Produces a complete playbook with response templates, escalation paths, moderation rules, and tone guidelines."
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---
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# Community Management Playbook Skill
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This skill produces a complete community management playbook covering response frameworks, tone guidelines, comment moderation rules, DM handling, crisis and escalation paths, response templates, and community health metrics. Output gives a community manager or social media team everything they need to manage public interactions consistently, professionally, and at speed.
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## Required Inputs
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Ask the user for these if not provided:
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- **Brand / product name**
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- **Active platforms** — which channels need community management (Instagram, LinkedIn, X/Twitter, Facebook, TikTok, YouTube, Discord, Reddit, etc.)
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- **Team structure** — who manages community? (solo, small team, agency, rotating)
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- **Brand tone of voice** — how the brand sounds (e.g. warm and friendly / professional / witty / technical)
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- **Primary community type** — customers, fans, professional network, creators, users of a product
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- **Common comment types** — what kinds of interactions do you get? (support questions, complaints, praise, spam, trolls)
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- **Response time SLA** — how fast must the team respond? (e.g. within 2 hours on weekdays)
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## Output Structure
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---
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# Community Management Playbook: [Brand Name]
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**Version:** 1.0
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**Platforms covered:** [List]
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**Team:** [Names or roles]
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**Last updated:** [Date]
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---
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## 1. Why Community Management Matters
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[2–3 sentences on what's at stake: brand reputation, customer loyalty, algorithm signals, trust-building. Frame community management as a business function, not just social admin.]
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**Our community management goals:**
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1. [Goal 1: e.g. Respond to every comment and DM within our SLA — no question goes unanswered]
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2. [Goal 2: e.g. Turn complaints into loyalty moments — every resolved issue is a trust win]
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3. [Goal 3: e.g. Amplify positive sentiment — surface customer stories and user wins]
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4. [Goal 4: e.g. Protect brand reputation — remove harmful content quickly and consistently]
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---
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## 2. Response Framework
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Use this decision tree for every comment or message:
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```
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Is it spam, phishing, or dangerous content?
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→ YES: Delete immediately. Report if platform requires. Log in moderation tracker.
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→ NO: Continue ↓
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Is it a hate comment, harassment, or offensive content?
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→ YES: Hide or delete. Consider account block. Escalate if ongoing. See Section 6.
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→ NO: Continue ↓
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Is it a customer complaint or support question?
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→ YES: Respond within SLA. Acknowledge, empathise, resolve or redirect. See Section 4.
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→ NO: Continue ↓
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Is it positive — praise, testimonial, or user win?
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→ YES: Like + reply with warm acknowledgement. Flag for social proof content if suitable.
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→ NO: Continue ↓
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Is it a question about the brand, product, or content?
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→ YES: Answer clearly and helpfully. Include a CTA if relevant.
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→ NO: Continue ↓
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Is it a general conversation starter or neutral engagement?
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→ YES: Engage authentically — like, reply briefly, or ask a follow-up question.
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```
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---
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## 3. Response Time SLAs
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| Channel | Comment type | Target response time | Owner |
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|---|---|---|---|
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| [Instagram] | Customer complaint | [2 hours (business hours)] | [CM Lead] |
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| [Instagram] | General comment / question | [Same day] | [CM team] |
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| [Instagram] | DM | [4 hours (business hours)] | [CM Lead] |
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| [LinkedIn] | Professional comment / question | [4 hours (business hours)] | [CM / Marketing] |
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| [X / Twitter] | Public reply / mention | [2 hours (business hours)] | [CM Lead] |
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| [X / Twitter] | DM | [4 hours (business hours)] | [CM team] |
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| [Facebook] | Comment | [4 hours (business hours)] | [CM team] |
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| [TikTok] | Comment on promoted post | [8 hours] | [CM team] |
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| [YouTube] | Comment | [24 hours] | [CM team] |
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**Out-of-hours coverage:**
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- [Define weekend / evening coverage — e.g. "On-call CM checks mentions at 9am, 1pm, and 6pm on weekends"]
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- Crisis escalation is always on — see Section 6 for out-of-hours escalation contacts
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---
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## 4. Response Templates
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These are starting-point templates — always personalise with the person's name and specific context.
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### Positive comments
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**Praise / testimonial:**
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> "Thank you so much, [name]! 🙌 This genuinely made our day. So glad [product/service] is working for you. [Add specific personal note if possible]."
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**User-generated content / sharing their experience:**
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> "Love seeing this, [name]! Thanks for sharing 🙌. [Relevant genuine comment on their specific post or experience]."
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**Review or recommendation:**
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> "Thank you for taking the time to share this, [name] — really appreciate it. [Add genuine specific reaction]. If you ever want to [next step / share more / join community], we'd love to have you."
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---
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### Questions about the product or brand
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**Feature question:**
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> "Great question, [name]! [Answer clearly in 1–3 sentences]. If you'd like more detail, [link to docs / help centre / DM us]. Happy to help with anything else!"
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**Pricing / availability question:**
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> "[Answer] — [link if relevant]. Feel free to DM us if you need anything specific. 😊"
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**"Is this available in [region/format]?" question:**
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> "[Answer with current availability]. If that's changed, you'll always see it first at [link / newsletter sign-up / our channels]. 🙌"
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---
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### Complaints
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**Product issue — acknowledged, redirecting to support:**
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> "Hi [name], really sorry to hear this — that's definitely not the experience we want for you. 😔 Could you DM us with [order number / account email / details]? We'll get this sorted as quickly as possible."
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**Shipping / fulfilment complaint:**
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> "Hi [name], thank you for letting us know and I'm so sorry for this. We want to make it right. Please DM us with your order reference and we'll investigate right away."
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**General dissatisfaction:**
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> "Hi [name], I'm sorry to hear you're not happy — your feedback genuinely matters to us. Could you DM us or email [support email] so we can understand what happened and fix it? We really do want to get this right."
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**Public complaint that needs urgent attention:**
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> "Hi [name], I can see why that would be frustrating and I want to make sure we sort this out properly. I'm going to DM you now — please look out for a message from us."
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---
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||||
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### Difficult interactions
|
||||
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||||
**Polite but persistent critic:**
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> "Hi [name], thank you for the honest feedback — we do read and take this seriously. We can't always respond to every individual point publicly, but if you'd like to share more detail, [DM us / email us at X]. We're genuinely working on [relevant area] and appreciate you holding us accountable."
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**Misinformation or incorrect claim about the brand:**
|
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> "Hi [name], just wanted to gently clarify — [correct the record factually in 1–2 sentences]. Happy to share more if useful! [Link to source / official page if relevant]."
|
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**Competitor attack or negative comparison:**
|
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> [Do NOT engage publicly with competitive comparisons. Respond only if there's factual misinformation. Template: "Hi [name], happy to share what makes [brand] work for our customers — feel free to DM us if you'd like to know more."]
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---
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### DM templates
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**First DM response — complaint:**
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> "Hi [name], thanks for reaching out. I'm [name] from the [brand] team. I've seen your [comment/message] and want to make sure we get this sorted for you properly. Could you share [details needed — order number, email, screenshots]? I'll personally make sure this is resolved."
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||||
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||||
**First DM response — support question:**
|
||||
> "Hi [name]! Thanks for getting in touch. Happy to help — [answer or next step]. If you need anything else, just reply here. 😊"
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||||
|
||||
**Issue resolved — closing DM:**
|
||||
> "Glad we could sort that out, [name]! If you ever need anything else, we're here. Have a great [day/weekend]! 🙌"
|
||||
|
||||
---
|
||||
|
||||
## 5. Moderation Rules
|
||||
|
||||
**Content that must be deleted immediately:**
|
||||
- [ ] Spam (repeated posts, fake giveaways, phishing links)
|
||||
- [ ] Explicit or NSFW content
|
||||
- [ ] Personal attacks on other community members
|
||||
- [ ] Doxxing (sharing personal information about another person)
|
||||
- [ ] Content that violates platform terms of service
|
||||
- [ ] Illegal content or illegal product promotion
|
||||
|
||||
**Content that should be hidden (not deleted) — review within 4 hours:**
|
||||
- [ ] Unverified complaints that may require investigation before action
|
||||
- [ ] Offensive language that isn't targeting a specific person
|
||||
- [ ] Posts that may be legitimate but contain sensitive information
|
||||
|
||||
**Content that should be left (even if negative) — respond and monitor:**
|
||||
- [ ] Genuine product criticism or negative reviews
|
||||
- [ ] Complaints that are being actively resolved
|
||||
- [ ] Controversial opinions that are within the rules of civil debate
|
||||
- [ ] Negative comparisons to competitors (only respond if misinformation)
|
||||
|
||||
**Account-level actions:**
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||||
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||||
| Action | When to use |
|
||||
|---|---|
|
||||
| Comment hide | First instance of borderline content |
|
||||
| Comment delete | Clear rule violation |
|
||||
| User block | Repeated harassment / spam after warning |
|
||||
| Report to platform | Content that may breach platform T&Cs or laws |
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||||
|
||||
**"Never delete to silence" rule:** Never delete a genuine complaint or criticism just because it's uncomfortable. Deleting legitimate negative feedback damages trust more than the original complaint.
|
||||
|
||||
---
|
||||
|
||||
## 6. Escalation & Crisis Protocol
|
||||
|
||||
### Escalation tiers
|
||||
|
||||
**Tier 1 — CM handles directly:**
|
||||
- Routine complaints, questions, thank-yous
|
||||
- Single negative comment, isolated incident
|
||||
- Standard off-topic or mildly unhappy comment
|
||||
|
||||
**Tier 2 — Escalate to [Marketing Lead / Brand Manager] within 2 hours:**
|
||||
- Customer with significant public platform (journalist, influencer, known figure)
|
||||
- Complaint gaining traction (10+ likes on a negative comment)
|
||||
- Legal or compliance mention ("I'm going to sue", "trading standards", "data breach")
|
||||
- Media interest — journalist asking questions publicly
|
||||
|
||||
**Tier 3 — Escalate to [CMO / Founder / CEO] immediately:**
|
||||
- Viral negative content (100+ shares / views growing rapidly)
|
||||
- Allegation of safety issue, injury, or product harm
|
||||
- Coordinated negative campaign or pile-on
|
||||
- Any media coverage of a complaint
|
||||
- Potential crisis — brand reputation at risk
|
||||
|
||||
### Crisis response protocol
|
||||
|
||||
1. **Stop scheduled posting** — pause all queued content immediately
|
||||
2. **Assess** — what is the scope? How fast is it spreading? What's the allegation?
|
||||
3. **Brief leadership** — share screenshot, link, and initial assessment within 30 minutes
|
||||
4. **Hold public response** — do not post publicly until leadership approves messaging
|
||||
5. **Draft response options** — prepare 2–3 response options (acknowledge / deny / defer)
|
||||
6. **Respond or don't respond?** — sometimes silence + private resolution beats a public statement
|
||||
7. **Monitor** — track mentions every 30 minutes during a crisis
|
||||
8. **Post-crisis review** — within 48 hours, document what happened and what to do differently
|
||||
|
||||
**Out-of-hours escalation contacts:**
|
||||
- CM Lead: [Name, mobile]
|
||||
- Marketing Lead: [Name, mobile]
|
||||
- [Senior escalation]: [Name, mobile]
|
||||
|
||||
---
|
||||
|
||||
## 7. Tone of Voice in Practice
|
||||
|
||||
| Situation | Tone | Example phrase | Avoid |
|
||||
|---|---|---|---|
|
||||
| Complimenting content | Warm, genuine, specific | "This genuinely made our day 🙌" | Generic "Thank you!" |
|
||||
| Answering a product question | Helpful, clear, not jargony | "Great question — here's exactly how it works…" | "Per our FAQs…" |
|
||||
| Resolving a complaint | Empathetic, responsible, action-oriented | "Really sorry to hear this — let's sort it out." | "This is not our fault" |
|
||||
| Engaging with light content | Playful, natural, on-brand | [Match the energy of the post — don't be stiff] | Corporate speak |
|
||||
| Handling criticism | Measured, honest, not defensive | "We hear you and we're working on it." | "As per our T&Cs…" |
|
||||
| Addressing a crisis | Calm, clear, factual, empathetic | "We're aware of this and are treating it as an urgent priority." | Defensive or dismissive |
|
||||
|
||||
**Emoji use:** [Define brand's emoji policy — e.g. "Use emojis sparingly — 1 per response max, only on positive interactions. Never on complaints or sensitive topics."]
|
||||
|
||||
---
|
||||
|
||||
## 8. Community Health Metrics
|
||||
|
||||
Track these weekly:
|
||||
|
||||
| Metric | What it measures | Target | Current |
|
||||
|---|---|---|---|
|
||||
| Average response time | Speed of community management | [≤ X hours] | [X hours] |
|
||||
| Response rate | % of comments/DMs replied to | [≥ X%] | [X%] |
|
||||
| Comment sentiment ratio | Positive : Neutral : Negative split | [≥ X% positive] | [X%] |
|
||||
| Escalation rate | % of interactions escalated | [≤ X%] | [X%] |
|
||||
| DM resolution time | Time to resolve a DM complaint | [≤ X hours] | [X hours] |
|
||||
| Content reports / removals | Volume of content moderated | [Track trend] | [X/week] |
|
||||
|
||||
**Weekly CM review (15 min):**
|
||||
- Review last week's metrics vs target
|
||||
- Flag any recurring complaint themes (product signals for the team)
|
||||
- Identify any standout positive interactions worth amplifying
|
||||
- Note any escalations and how they were handled
|
||||
|
||||
---
|
||||
|
||||
## 9. Platform-Specific Notes
|
||||
|
||||
| Platform | Key nuance | Best practice |
|
||||
|---|---|---|
|
||||
| **Instagram** | Comments move fast on Reels; DMs high volume | Prioritise Reel comments; use saved replies for FAQ DMs |
|
||||
| **LinkedIn** | Professional audience; public replies visible to networks | Keep responses professional; avoid humour on complaints |
|
||||
| **X / Twitter** | Real-time; pile-ons escalate fast | Monitor with keyword alerts; act on Tier 2 triggers quickly |
|
||||
| **TikTok** | Comment culture is more casual; meme responses ok | Match platform tone but keep brand voice; don't try too hard |
|
||||
| **YouTube** | Older comments resurface regularly | Monitor new comments on older videos; set up notifications |
|
||||
| **Facebook** | Groups + page comments; older audience | More formal tone; monitor group dynamics separately |
|
||||
| **Discord** | Real-time community; requires moderators | Designate community moderators; publish community rules prominently |
|
||||
|
||||
---
|
||||
|
||||
## Quality Checks
|
||||
|
||||
- [ ] Response templates cover all common scenarios (positive, neutral, complaint, crisis)
|
||||
- [ ] SLAs are realistic for available team resource
|
||||
- [ ] Moderation rules clearly distinguish between delete, hide, and leave
|
||||
- [ ] Escalation tiers are specific — each tier has a named contact and timeframe
|
||||
- [ ] Tone of voice guidance is concrete enough to write from (examples included)
|
||||
- [ ] Community health metrics have targets, not just labels
|
||||
- [ ] Platform-specific nuances are covered for every active channel
|
||||
|
||||
## Example Trigger Phrases
|
||||
|
||||
- "Build a community management playbook for [brand]"
|
||||
- "Create social media response guidelines for our team"
|
||||
- "What should our moderation policy be for [platform]?"
|
||||
- "Write community management templates and escalation procedures"
|
||||
- "How should we handle negative comments on social media?"
|
||||
@@ -0,0 +1,242 @@
|
||||
---
|
||||
name: influencer-brief
|
||||
description: "Create a structured brief for an influencer or creator partnership campaign. Use when asked to brief an influencer, plan a creator collaboration, set up a paid partnership, or define deliverables for a sponsored content campaign. Produces a complete campaign brief with objectives, deliverables, creative guidelines, approval process, and performance metrics."
|
||||
---
|
||||
|
||||
# Influencer Brief Skill
|
||||
|
||||
This skill produces a professional influencer campaign brief that a creator can receive and act on immediately. It covers campaign objectives, audience alignment, content deliverables, creative guidelines, messaging dos and don'ts, approval workflow, payment terms, and performance expectations. Output is ready to send to a creator, talent manager, or agency.
|
||||
|
||||
## Required Inputs
|
||||
|
||||
Ask the user for these if not provided:
|
||||
- **Brand / product name** — what is being promoted
|
||||
- **Campaign goal** — what you want the partnership to achieve (awareness / sales / sign-ups / content creation / event promotion)
|
||||
- **Influencer type / tier** — nano (1K–10K), micro (10K–100K), macro (100K–1M), mega/celebrity (1M+)
|
||||
- **Platform(s)** — Instagram, TikTok, YouTube, LinkedIn, X/Twitter, podcast
|
||||
- **Deliverables** — what content you need (e.g. 2 Instagram Reels, 1 Story, 1 TikTok video)
|
||||
- **Campaign dates** — start date, content deadlines, go-live window
|
||||
- **Budget range** — fee range, gifting, affiliate / commission structure
|
||||
- **Key messages** — what must the creator communicate?
|
||||
|
||||
## Output Structure
|
||||
|
||||
---
|
||||
|
||||
# Influencer Partnership Brief
|
||||
|
||||
**Campaign name:** [e.g. "Spring Launch — [Brand] x [Creator]"]
|
||||
**Brand:** [Brand name]
|
||||
**Campaign period:** [Start date → End date]
|
||||
**Brief date:** [Date]
|
||||
**Brand contact:** [Name, email, response time SLA]
|
||||
|
||||
---
|
||||
|
||||
## 1. Campaign Overview
|
||||
|
||||
**Why we're working with creators:**
|
||||
[2–3 sentences on the campaign context — product launch, seasonal push, brand awareness drive, community building. Explain why influencer marketing is the right channel for this goal.]
|
||||
|
||||
**Campaign goal:** [Single primary goal — e.g. "Drive 500 sign-ups to [product] from [creator]'s audience within 30 days of go-live"]
|
||||
|
||||
**Target audience:**
|
||||
- Who they are: [Age, gender, interests, platforms, mindset]
|
||||
- Why [creator]'s audience is the right fit: [Specific alignment — e.g. "Tech-curious professionals aged 25–40 who already use productivity tools"]
|
||||
|
||||
**Campaign type:**
|
||||
- [ ] Paid partnership (sponsored post / video)
|
||||
- [ ] Gifted / product collaboration
|
||||
- [ ] Affiliate / commission
|
||||
- [ ] Brand ambassador (ongoing)
|
||||
- [ ] Event / launch attendance
|
||||
- [ ] Co-created content
|
||||
|
||||
---
|
||||
|
||||
## 2. Creator Selection Rationale
|
||||
|
||||
*(Complete this section if the creator has already been selected)*
|
||||
|
||||
| Criteria | [Creator handle] | Why they're a fit |
|
||||
|---|---|---|
|
||||
| Follower count | [X] | [Context] |
|
||||
| Engagement rate | [X%] | [Above/at/below category average] |
|
||||
| Audience alignment | [Description] | [Overlap with target audience] |
|
||||
| Content style | [Description] | [Fit with brand tone] |
|
||||
| Past brand partnerships | [Yes/No] | [Relevant category experience] |
|
||||
| Exclusivity requirements | [Yes/No] | [Competitor conflicts?] |
|
||||
|
||||
---
|
||||
|
||||
## 3. Content Deliverables
|
||||
|
||||
Be specific. Ambiguity leads to reshoots and renegotiations.
|
||||
|
||||
| Deliverable | Platform | Format | Duration / specs | Deadline | Usage rights |
|
||||
|---|---|---|---|---|---|
|
||||
| [e.g. Primary hero video] | TikTok | Video | 30–60 sec, vertical 9:16 | [Date] | [Organic only / paid amplification / forever] |
|
||||
| [e.g. Story set] | Instagram | Story x3 | 15 sec each, link sticker | [Date] | [Organic only] |
|
||||
| [e.g. Reel] | Instagram | Reel | 15–30 sec, vertical | [Date] | [Paid amplification allowed for 30 days] |
|
||||
| [e.g. Long-form review] | YouTube | Video | 8–12 min, [product] featured from min 2 | [Date] | [Organic only] |
|
||||
|
||||
**Posting window:** Content must go live between [Date] and [Date]. Do not post during [blackout periods if any].
|
||||
|
||||
**Exclusivity:** Creator agrees not to post competing content for [X days] before and [X days] after campaign go-live.
|
||||
|
||||
---
|
||||
|
||||
## 4. Key Messages
|
||||
|
||||
**What the creator MUST communicate:**
|
||||
|
||||
✅ Must include:
|
||||
- [Message 1: e.g. "[Product name] is now available at [price / in [region]]"]
|
||||
- [Message 2: e.g. The specific problem [product] solves — [describe in plain language]]
|
||||
- [Message 3: e.g. The unique differentiator — [what makes it different from alternatives]]
|
||||
- [CTA: e.g. "Use code [CREATOR] for [X]% off" / "Link in bio to try free for 14 days"]
|
||||
|
||||
❌ Must NOT include:
|
||||
- [Restriction 1: e.g. Do not compare directly to [competitor name]]
|
||||
- [Restriction 2: e.g. Do not make unsubstantiated health or results claims]
|
||||
- [Restriction 3: e.g. Do not share pricing beyond the introductory offer]
|
||||
- [Restriction 4: e.g. Do not use the word "cheap" — use "accessible" or "great value"]
|
||||
|
||||
**Brand disclosure requirement:**
|
||||
All posts must include a paid partnership disclosure per [ASA / FTC / CAP Code] guidelines:
|
||||
- Instagram / TikTok: Use native "Paid Partnership" tag + "#ad" in caption
|
||||
- YouTube: Verbal disclosure in the first 30 seconds + description disclosure
|
||||
- "This video is sponsored by [Brand]" is acceptable
|
||||
|
||||
---
|
||||
|
||||
## 5. Creative Guidelines
|
||||
|
||||
**Tone of voice:**
|
||||
- [Your brand] sounds like: [e.g. "A knowledgeable friend — warm, direct, never corporate"]
|
||||
- [Your brand] does NOT sound like: [e.g. "A sales pitch, hype-driven, or try-hard"]
|
||||
- Creator's authentic voice is encouraged — the brief is a guide, not a script
|
||||
|
||||
**Visual guidelines:**
|
||||
- Brand colours (if shown): [Primary hex / description — e.g. "Navy #1A2B5C and white"]
|
||||
- Logo usage: [Not required in organic posts / required in pinned Stories / as overlay if using branded assets]
|
||||
- Product shot requirements: [e.g. Product must be clearly visible for minimum 5 seconds / in hands / in-use context only]
|
||||
- Setting: [e.g. Natural lifestyle setting preferred / office environment / no white studio backgrounds]
|
||||
- Avoid: [e.g. Clutter, competing products in frame, low lighting, filters that distort product colour]
|
||||
|
||||
**Script / storyline suggestions (creator's own words — these are starting points, not a script):**
|
||||
|
||||
Option A — Problem/Solution hook:
|
||||
> "I've been [doing thing that product solves] for years and it was always [pain point]. Then I found [product] and [specific outcome]. Here's how it works…"
|
||||
|
||||
Option B — Curiosity/Discovery hook:
|
||||
> "I got sent something I actually ended up using every day. [Product name]. And here's what surprised me about it…"
|
||||
|
||||
Option C — Social proof / endorsement:
|
||||
> "I know everyone says [category] tools are overhyped but [product] is genuinely different. The reason is [specific differentiator]…"
|
||||
|
||||
*The creator should use their own style and language — these are for inspiration only.*
|
||||
|
||||
---
|
||||
|
||||
## 6. Approval & Revision Process
|
||||
|
||||
**Pre-posting approval is required.** No content goes live without brand sign-off.
|
||||
|
||||
| Stage | Action required | Timeline | Contact |
|
||||
|---|---|---|---|
|
||||
| Script / treatment (if applicable) | Send for review | [X] days before shoot | [Brand contact name] |
|
||||
| Draft content (video / post) | Send for review | [X] working days before go-live | [Brand contact name] |
|
||||
| Brand feedback | Brands provide feedback | Within [X] working days | — |
|
||||
| Revisions | Creator amends (max [X] rounds) | Within [X] days of feedback | — |
|
||||
| Final approval | Brand sign-off | [X] days before go-live | — |
|
||||
|
||||
**Maximum revision rounds:** [X] rounds included in the fee. Additional rounds billed at [rate] or [approach].
|
||||
|
||||
**Feedback format:** [Brand] will provide written feedback via [email / shared doc]. Verbal feedback calls available on request.
|
||||
|
||||
---
|
||||
|
||||
## 7. Commercial Terms
|
||||
|
||||
| Term | Detail |
|
||||
|---|---|
|
||||
| Fee | [£/$/€ X] flat fee OR [rate per deliverable] |
|
||||
| Payment schedule | [50% on brief acceptance, 50% within 30 days of go-live] |
|
||||
| Affiliate / commission | [X% of sales via tracking link / code — paid monthly] |
|
||||
| Usage rights | [Organic social only / brand may amplify as paid ads / brand may repurpose in owned channels for X months] |
|
||||
| Exclusivity period | [X days pre-launch + X days post-launch — no direct competitor content] |
|
||||
| Gifted product | [List of products being gifted, approximate value] |
|
||||
| Contract | [Separate partnership agreement to follow / this brief serves as the agreement] |
|
||||
|
||||
---
|
||||
|
||||
## 8. Tracking & Measurement
|
||||
|
||||
How we'll measure success:
|
||||
|
||||
| KPI | Target | How measured |
|
||||
|---|---|---|
|
||||
| [Views / impressions] | [≥ X] | Platform analytics shared post-campaign |
|
||||
| [Engagement rate] | [≥ X%] | Platform analytics |
|
||||
| [Link clicks / swipe-ups] | [≥ X] | UTM link / affiliate link tracking |
|
||||
| [Conversions / sign-ups / sales] | [≥ X] | Promo code redemptions / UTM attribution |
|
||||
| [Reach / new audience] | [≥ X] | Platform analytics |
|
||||
|
||||
**Creator deliverables post-campaign:**
|
||||
- Provide screenshot or export of post analytics within [X] days of go-live
|
||||
- Share link to live content once posted
|
||||
- Notify brand contact immediately if post is removed or edited after approval
|
||||
|
||||
**Promo code / tracking link:**
|
||||
- Creator-specific code: [CODE] ([X]% off for creator's audience)
|
||||
- Tracking URL: [UTM link or affiliate URL]
|
||||
- Link placement: [Bio / pinned Story / video description]
|
||||
|
||||
---
|
||||
|
||||
## 9. Important Dates
|
||||
|
||||
| Milestone | Date |
|
||||
|---|---|
|
||||
| Brief sent to creator | [Date] |
|
||||
| Creator acceptance deadline | [Date] |
|
||||
| Contract signed | [Date] |
|
||||
| Product shipped / access provided | [Date] |
|
||||
| Draft content submitted to brand | [Date] |
|
||||
| Brand feedback returned | [Date] |
|
||||
| Final approval | [Date] |
|
||||
| Content go-live window | [Date → Date] |
|
||||
| Analytics report due from creator | [Date] |
|
||||
| Final payment | [Date] |
|
||||
|
||||
---
|
||||
|
||||
## 10. Useful Assets & Links
|
||||
|
||||
- Brand asset folder: [Link to Dropbox / Google Drive / Notion]
|
||||
- Product page / landing page: [URL]
|
||||
- Brand guidelines (if shared): [Link]
|
||||
- Previous campaign examples: [Links to past collab posts for style reference]
|
||||
- Brand contact: [Name, email, phone / WhatsApp for urgent queries]
|
||||
|
||||
---
|
||||
|
||||
## Quality Checks
|
||||
|
||||
- [ ] Deliverables are fully specified (platform, format, dimensions, duration, deadline)
|
||||
- [ ] Key messages include a specific, trackable CTA
|
||||
- [ ] Creative guidelines allow creative freedom while protecting brand
|
||||
- [ ] Approval process has clear timelines and named contacts
|
||||
- [ ] Commercial terms are complete — fee, payment schedule, usage rights, exclusivity
|
||||
- [ ] Tracking method is in place before campaign goes live
|
||||
- [ ] Disclosure requirements are clearly stated (FTC / ASA compliance)
|
||||
- [ ] Important dates include a buffer for revisions
|
||||
|
||||
## Example Trigger Phrases
|
||||
|
||||
- "Write an influencer brief for our product launch"
|
||||
- "Create a creator partnership brief for [campaign]"
|
||||
- "Draft a brief for a TikTok influencer collab"
|
||||
- "Build a paid partnership brief for [brand]"
|
||||
- "What should I include in an influencer campaign brief?"
|
||||
@@ -0,0 +1,328 @@
|
||||
---
|
||||
name: social-ad-campaign
|
||||
description: "Plan and write a paid social advertising campaign. Use when asked to build a paid social campaign, create Meta/LinkedIn/TikTok/X ad copy, define a social ad strategy, or plan an advertising funnel across social platforms. Produces a complete campaign plan with audience targeting, ad set structure, copy for each ad format, budget allocation, and measurement framework."
|
||||
---
|
||||
|
||||
# Social Ad Campaign Skill
|
||||
|
||||
This skill produces a complete paid social advertising campaign plan covering campaign objective, audience targeting, funnel structure, ad set architecture, ad copy and creative briefs for each format, budget allocation, bidding strategy, and a measurement framework. Output is ready for a media buyer, performance marketer, or social team to execute.
|
||||
|
||||
## Required Inputs
|
||||
|
||||
Ask the user for these if not provided:
|
||||
- **Brand / product name**
|
||||
- **Campaign objective** — what are you trying to achieve? (traffic / leads / conversions / brand awareness / app installs / video views / event promotion)
|
||||
- **Platform(s)** — Meta (Facebook/Instagram), LinkedIn, TikTok, X/Twitter, Pinterest, Snapchat
|
||||
- **Target audience** — who are you trying to reach? (demographics, interests, job titles, behaviours, lookalikes)
|
||||
- **Budget** — total campaign budget and timeframe (e.g. £5,000 over 4 weeks)
|
||||
- **Offer / landing page** — what is the ad driving to? (free trial, product page, lead form, event sign-up)
|
||||
- **Key message** — the single most important thing the ad must communicate
|
||||
|
||||
## Output Structure
|
||||
|
||||
---
|
||||
|
||||
# Paid Social Campaign Plan: [Brand] — [Campaign Name]
|
||||
|
||||
**Campaign objective:** [e.g. Lead generation — 200 qualified leads in 30 days]
|
||||
**Platform(s):** [e.g. Meta (Instagram + Facebook), LinkedIn]
|
||||
**Budget:** [£/$/€ X total over X weeks]
|
||||
**Campaign period:** [Start date → End date]
|
||||
**Owner:** [Media buyer / performance marketer / agency]
|
||||
**Date:** [Date]
|
||||
|
||||
---
|
||||
|
||||
## 1. Campaign Strategy Overview
|
||||
|
||||
**Why paid social for this objective:**
|
||||
[2–3 sentences justifying the platform and format choice for this specific goal and audience. E.g. "LinkedIn is the right channel for this B2B SaaS campaign — we can target by job title, company size, and seniority, ensuring budget reaches decision-makers, not browsers."]
|
||||
|
||||
**Funnel structure:**
|
||||
|
||||
| Stage | Objective | Audience | Budget allocation |
|
||||
|---|---|---|---|
|
||||
| **Top of funnel (TOFU)** | Awareness / reach | Cold audience — interest/behaviour targeting | [X%] |
|
||||
| **Middle of funnel (MOFU)** | Consideration / engagement | Warm audience — video viewers, page engagers, website visitors | [X%] |
|
||||
| **Bottom of funnel (BOFU)** | Conversion / lead | Hot audience — retargeting, custom audiences, lookalikes | [X%] |
|
||||
|
||||
---
|
||||
|
||||
## 2. Audience Targeting
|
||||
|
||||
### Audience 1: [Cold — Primary Target]
|
||||
|
||||
**Platform:** [Meta / LinkedIn / TikTok]
|
||||
**Audience size target:** [e.g. 500K–2M — broad enough to learn, narrow enough to be relevant]
|
||||
|
||||
| Targeting dimension | Settings |
|
||||
|---|---|
|
||||
| Location | [Country / region / city] |
|
||||
| Age | [e.g. 28–45] |
|
||||
| Gender | [All / specify if relevant] |
|
||||
| Interests / behaviours | [e.g. SaaS tools, productivity apps, small business owners] |
|
||||
| Job titles (LinkedIn) | [e.g. Head of Marketing, Marketing Director, CMO] |
|
||||
| Company size (LinkedIn) | [e.g. 50–500 employees] |
|
||||
| Industry (LinkedIn) | [e.g. Technology, Financial Services, Healthcare] |
|
||||
| Exclude | [e.g. Existing customers — upload suppression list] |
|
||||
|
||||
### Audience 2: [Warm — Engagement Retargeting]
|
||||
|
||||
**Platform:** [Meta]
|
||||
**Source:** People who engaged with content / visited website in last 30 days
|
||||
|
||||
| Signal | Action |
|
||||
|---|---|
|
||||
| Watched 50%+ of a video ad | Retarget with a case study or testimonial ad |
|
||||
| Visited product page but didn't convert | Retarget with a direct offer / free trial CTA |
|
||||
| Engaged with Instagram / Facebook page | Retarget with social proof ad |
|
||||
|
||||
### Audience 3: [Hot — Conversion Retargeting]
|
||||
|
||||
**Platform:** [Meta / LinkedIn]
|
||||
**Source:** Website visitors (last 7 days), abandoned cart, form started but not completed
|
||||
|
||||
**Retargeting message:** More direct. Address the specific action they took. Time-sensitive CTA.
|
||||
|
||||
### Audience 4: [Lookalike]
|
||||
|
||||
**Source:** [Existing customers / email list / best-converting website visitors]
|
||||
**Lookalike similarity:** [1%–3% (tight match) / 3%–10% (broader reach)]
|
||||
**Platform:** Meta
|
||||
|
||||
---
|
||||
|
||||
## 3. Campaign Structure
|
||||
|
||||
### Meta Campaign Architecture
|
||||
|
||||
```
|
||||
Campaign: [Campaign Name] — [Objective: Lead Generation / Traffic / Conversions]
|
||||
│
|
||||
├── Ad Set 1: TOFU — Cold Interests
|
||||
│ ├── Ad 1A: [Video ad — hook format]
|
||||
│ ├── Ad 1B: [Static image — benefit-led headline]
|
||||
│ └── Ad 1C: [Carousel — feature/use case showcase]
|
||||
│
|
||||
├── Ad Set 2: MOFU — Warm Retargeting (30-day engagers)
|
||||
│ ├── Ad 2A: [Social proof / testimonial]
|
||||
│ └── Ad 2B: [Case study / before & after]
|
||||
│
|
||||
└── Ad Set 3: BOFU — Hot Retargeting (7-day website visitors)
|
||||
├── Ad 3A: [Direct offer — free trial / discount / demo]
|
||||
└── Ad 3B: [Objection handling — FAQ / reassurance]
|
||||
```
|
||||
|
||||
### LinkedIn Campaign Architecture
|
||||
|
||||
```
|
||||
Campaign Group: [Campaign Name]
|
||||
│
|
||||
├── Campaign 1: [Job Title Targeting — Awareness]
|
||||
│ ├── Single Image Ad: [Thought leadership hook]
|
||||
│ └── Video Ad: [Problem/solution story]
|
||||
│
|
||||
├── Campaign 2: [Company Size + Industry — Consideration]
|
||||
│ ├── Single Image Ad: [Case study / proof point]
|
||||
│ └── Lead Gen Form: [Gated asset / webinar / demo]
|
||||
│
|
||||
└── Campaign 3: [Retargeting — Conversion]
|
||||
└── Sponsored Message / Lead Gen Form: [Direct CTA with personalisation]
|
||||
```
|
||||
|
||||
---
|
||||
|
||||
## 4. Ad Copy
|
||||
|
||||
### Format 1: Video Ad (15–30 seconds) — TOFU
|
||||
|
||||
**Hook (first 3 seconds — must stop the scroll):**
|
||||
> "[Pattern interrupt question or statement — e.g. 'Are you still doing [painful thing] manually?']"
|
||||
|
||||
**Core message (seconds 4–20):**
|
||||
> "[Agitate the problem → introduce the solution → show the specific outcome]"
|
||||
|
||||
**CTA (final 5 seconds):**
|
||||
> "[Clear, single action — e.g. 'Try free for 14 days — link in bio' / 'Get your demo today']"
|
||||
|
||||
**Visual direction:**
|
||||
- [e.g. Founder talking to camera in natural setting — authentic, not polished ad]
|
||||
- [e.g. Screen recording showing the product in use — show the outcome, not the feature]
|
||||
- [e.g. Customer testimonial — real person, real result, first-person story]
|
||||
|
||||
**Caption copy:**
|
||||
> [Headline — max 40 chars]
|
||||
> [Body copy — 1–3 sentences max]
|
||||
> [CTA button label: e.g. "Learn More" / "Sign Up" / "Get Started"]
|
||||
|
||||
---
|
||||
|
||||
### Format 2: Static Image Ad — TOFU/MOFU
|
||||
|
||||
**Ad variant A — Benefit-led headline:**
|
||||
|
||||
| Element | Copy |
|
||||
|---|---|
|
||||
| **Headline** | "[Single-sentence benefit statement — e.g. 'Cut reporting time by 80% with [Product]']" |
|
||||
| **Body copy** | "[Problem → solution in 2 sentences. Proof point if available.]" |
|
||||
| **CTA** | "Start free trial" / "Book a demo" / "Get 20% off" |
|
||||
| **Image** | [Product UI / result visual / human context shot — no stock photos of people in suits] |
|
||||
|
||||
**Ad variant B — Social proof headline:**
|
||||
|
||||
| Element | Copy |
|
||||
|---|---|
|
||||
| **Headline** | "['[Result] in [timeframe]' — real customer result, or '500+ teams use [Product] to...']" |
|
||||
| **Body copy** | "[Expand on the proof. 1–2 sentences. Add a second proof point if available.]" |
|
||||
| **CTA** | "See how it works" / "Try it free" |
|
||||
| **Image** | [Customer photo + quote overlay / logo wall / before/after data visual] |
|
||||
|
||||
**Ad variant C — Curiosity/question headline:**
|
||||
|
||||
| Element | Copy |
|
||||
|---|---|
|
||||
| **Headline** | "['[Common misconception or challenging question]' — e.g. 'What if [painful process] took 10 minutes, not 2 hours?']" |
|
||||
| **Body copy** | "[Answer the question → introduce product → specific outcome]" |
|
||||
| **CTA** | "Find out how" |
|
||||
|
||||
---
|
||||
|
||||
### Format 3: Carousel Ad — Features / Use Cases
|
||||
|
||||
**Headline (shown above carousel):** "[Problem-first statement or benefit hook]"
|
||||
|
||||
| Card # | Headline | Description | Image |
|
||||
|---|---|---|---|
|
||||
| Card 1 (hook) | "[Compelling hook — why this matters]" | "[1-sentence setup]" | [Eye-catching visual / stat] |
|
||||
| Card 2 | "[Use case / feature 1]" | "[Specific outcome this delivers]" | [Product UI or illustration] |
|
||||
| Card 3 | "[Use case / feature 2]" | "[Specific outcome this delivers]" | [Product UI or illustration] |
|
||||
| Card 4 | "[Use case / feature 3]" | "[Specific outcome this delivers]" | [Product UI or illustration] |
|
||||
| Card 5 (CTA card) | "[Strong CTA headline]" | "[Reinforce the offer / urgency]" | [CTA-focused visual / button] |
|
||||
|
||||
---
|
||||
|
||||
### Format 4: Lead Gen Form Ad (LinkedIn / Meta)
|
||||
|
||||
**Intro text (shown before form):**
|
||||
> "[1–2 sentences on what they'll get and why it's worth 60 seconds of their time]"
|
||||
|
||||
**Form headline:** "[Value-led headline — e.g. 'Get your free [asset] / Book your 20-min demo']"
|
||||
|
||||
**Form fields (keep to minimum — each extra field reduces conversion):**
|
||||
- First name
|
||||
- Work email
|
||||
- [One qualifying question — e.g. "Company size" / "Current tool used" / "Biggest challenge"]
|
||||
|
||||
**Privacy notice:** [Standard GDPR / CCPA compliance text — "By submitting, you agree to our Privacy Policy and may be contacted by [Brand] about relevant products and services."]
|
||||
|
||||
**Thank you message:**
|
||||
> "[What happens next — e.g. 'Thanks! You'll receive [asset] in your inbox within 5 minutes. Our team will be in touch within 1 business day.']"
|
||||
|
||||
---
|
||||
|
||||
### Format 5: Retargeting Ad — BOFU
|
||||
|
||||
**For website visitors (7 days) — direct offer:**
|
||||
> Headline: "[Specific nudge — e.g. 'Still thinking about [Product]? Here's 20% off to make the decision easier.']"
|
||||
> Body: "[Reinforce the primary benefit. Add urgency if genuine — e.g. 'Offer ends [date]'.]"
|
||||
> CTA: "Claim offer" / "Start free trial" / "Book demo"
|
||||
|
||||
**For video viewers (50%+) — social proof bridge:**
|
||||
> Headline: "[Continue the story — e.g. 'See what [50/100/500] teams achieved with [Product]']"
|
||||
> Body: "[Customer result quote or specific outcome. Bridge from awareness to consideration.]"
|
||||
> CTA: "Read the case study" / "See how it works"
|
||||
|
||||
---
|
||||
|
||||
## 5. Budget Allocation
|
||||
|
||||
**Total budget:** [£/$/€ X over X weeks]
|
||||
|
||||
| Ad Set | Stage | Budget | % of total | Expected CPM | Expected CPC | Expected conversions |
|
||||
|---|---|---|---|---|---|---|
|
||||
| Ad Set 1 — Cold interests | TOFU | [£X/week] | [X%] | [£X] | [£X] | [X leads / clicks] |
|
||||
| Ad Set 2 — Warm retargeting | MOFU | [£X/week] | [X%] | [£X] | [£X] | [X] |
|
||||
| Ad Set 3 — Hot retargeting | BOFU | [£X/week] | [X%] | [£X] | [£X] | [X] |
|
||||
| **Total** | — | [£X/week] | 100% | — | — | [X total] |
|
||||
|
||||
**Bidding strategy:**
|
||||
- TOFU: [Lowest cost / Maximum reach — optimise for video views or link clicks]
|
||||
- MOFU: [Lowest cost — optimise for landing page views or lead form opens]
|
||||
- BOFU: [Cost cap / Target cost — optimise for conversions or lead form submits]
|
||||
|
||||
**Budget reallocation rule:** After [7] days, pause ad sets with CPL > [£X]. Reallocate budget to best-performing ad sets. Review weekly.
|
||||
|
||||
---
|
||||
|
||||
## 6. Measurement Framework
|
||||
|
||||
**Primary KPI (tied to campaign objective):**
|
||||
|
||||
| KPI | Target | Why |
|
||||
|---|---|---|
|
||||
| [Cost per lead (CPL)] | [≤ £/$/€ X] | [Primary success metric — every pound spent measured against leads generated] |
|
||||
| [Conversion rate (ad → lead form)] | [≥ X%] | [Quality of targeting and ad relevance] |
|
||||
| [Total leads] | [≥ X in X weeks] | [Volume target] |
|
||||
|
||||
**Secondary metrics (optimisation signals):**
|
||||
|
||||
| Metric | Target | Action if off-target |
|
||||
|---|---|---|
|
||||
| CTR (click-through rate) | [≥ X%] | [Test new headlines / hook variations] |
|
||||
| CPM (cost per 1K impressions) | [≤ £/$/€ X] | [Broaden audience / test new placements] |
|
||||
| Video completion rate (if video) | [≥ X%] | [Test shorter video / stronger hook] |
|
||||
| Lead form completion rate | [≥ X%] | [Reduce form fields / test form intro copy] |
|
||||
| Lead-to-opportunity rate (post-campaign) | [≥ X%] | [Review lead quality — tighten audience targeting] |
|
||||
|
||||
**Reporting cadence:**
|
||||
- Daily: Check spend, CTR, and CPL — pause clearly underperforming ads
|
||||
- Weekly: Full performance review + budget reallocation decision
|
||||
- Campaign end: Final report with learnings for next campaign
|
||||
|
||||
**Attribution model:** [Last-click / 7-day click + 1-day view / data-driven (if volume sufficient)]
|
||||
|
||||
**Tracking setup checklist:**
|
||||
- [ ] Pixel / conversion API installed and verified on landing page
|
||||
- [ ] Conversion event firing correctly (lead form submit / purchase / sign-up)
|
||||
- [ ] UTM parameters set on all ad destination URLs
|
||||
- [ ] Lead form CRM integration tested
|
||||
- [ ] Lookalike audiences seeded from customer list upload
|
||||
|
||||
---
|
||||
|
||||
## 7. A/B Testing Plan
|
||||
|
||||
Run structured tests — change one variable at a time:
|
||||
|
||||
| Test # | Variable | Control | Variant | Success metric | Min budget to run |
|
||||
|---|---|---|---|---|---|
|
||||
| 1 | Hook / headline | [Current headline] | [Challenger headline] | CTR | [£X / 500 impressions] |
|
||||
| 2 | Creative format | Static image | Video | CPL | [£X / 1,000 impressions] |
|
||||
| 3 | CTA | "Learn More" | "Start free trial" | Conversion rate | [£X / 200 clicks] |
|
||||
| 4 | Audience | Interest-based | Lookalike 1% | CPL | [Equal budget split] |
|
||||
|
||||
**Testing rules:**
|
||||
- Run each test for minimum [7] days or [1,000 impressions] — whichever comes first
|
||||
- Change one variable at a time — never two in the same test
|
||||
- Document results and apply winning variant to all future campaigns
|
||||
|
||||
---
|
||||
|
||||
## Quality Checks
|
||||
|
||||
- [ ] Campaign objective is single and measurable — not "awareness and leads"
|
||||
- [ ] Full-funnel structure: TOFU, MOFU, and BOFU ad sets are separate
|
||||
- [ ] Each ad has a specific hook, benefit, and CTA — not generic copy
|
||||
- [ ] Ad copy has been tested against the "1-second scroll stop" rule — does the hook compel a pause?
|
||||
- [ ] Budget allocation reflects funnel logic — BOFU gets proportionally more per lead
|
||||
- [ ] Tracking setup checklist completed before campaign goes live
|
||||
- [ ] A/B test plan is in place — one variable per test, minimum budget defined
|
||||
- [ ] Retargeting suppression is set — existing customers excluded from acquisition campaigns
|
||||
|
||||
## Example Trigger Phrases
|
||||
|
||||
- "Plan a paid social campaign for [product launch]"
|
||||
- "Build Meta ad copy for our lead generation campaign"
|
||||
- "Create a LinkedIn ad campaign for [B2B SaaS product]"
|
||||
- "Write TikTok ad copy for [consumer brand]"
|
||||
- "Structure a paid social funnel for [offer]"
|
||||
@@ -0,0 +1,227 @@
|
||||
---
|
||||
name: social-media-audit
|
||||
description: "Audit an existing social media presence across all active platforms. Use when asked to review social media performance, analyse a brand's social presence, benchmark against competitors, or identify what's working and what isn't. Produces a scored audit with platform-by-platform analysis, content performance review, competitive benchmarking, and a prioritised action plan."
|
||||
---
|
||||
|
||||
# Social Media Audit Skill
|
||||
|
||||
This skill produces a comprehensive social media audit covering profile completeness, content performance, audience engagement, posting consistency, competitive position, and a prioritised improvement plan. Output is ready for a social media manager, marketing lead, or agency to act on immediately.
|
||||
|
||||
## Required Inputs
|
||||
|
||||
Ask the user for these if not provided:
|
||||
- **Brand / handle name** — which account(s) to audit
|
||||
- **Active platforms** — which social channels to include (LinkedIn, Instagram, X/Twitter, TikTok, YouTube, Facebook, etc.)
|
||||
- **Audit timeframe** — what period to review (e.g. last 90 days, last 6 months)
|
||||
- **Business goal** — what social media should be achieving (brand awareness / lead gen / community / sales)
|
||||
- **Competitor handles** — 2–3 competitors or benchmark accounts for comparison
|
||||
- **Available metrics** — follower count, average engagement rate, post frequency, reach, impressions (if the user has them)
|
||||
|
||||
## Output Structure
|
||||
|
||||
---
|
||||
|
||||
# Social Media Audit: [Brand Name]
|
||||
|
||||
**Audit period:** [e.g. Feb–Apr 2026]
|
||||
**Platforms audited:** [List]
|
||||
**Audited by:** [Name / role]
|
||||
**Date:** [Date]
|
||||
**Overall health score:** [X / 100]
|
||||
|
||||
---
|
||||
|
||||
## 1. Audit Summary — Health Score
|
||||
|
||||
Score each dimension out of 10. Weighted total = overall health score out of 100.
|
||||
|
||||
| Dimension | Weight | Score (/10) | Weighted Score | Assessment |
|
||||
|---|---|---|---|---|
|
||||
| Profile completeness & branding | 10% | [X] | [X] | [1-sentence note] |
|
||||
| Content quality & consistency | 25% | [X] | [X] | [1-sentence note] |
|
||||
| Audience engagement | 20% | [X] | [X] | [1-sentence note] |
|
||||
| Follower growth | 15% | [X] | [X] | [1-sentence note] |
|
||||
| Platform strategy fit | 15% | [X] | [X] | [1-sentence note] |
|
||||
| Competitive position | 15% | [X] | [X] | [1-sentence note] |
|
||||
| **Total** | 100% | — | **[X/100]** | [Overall verdict] |
|
||||
|
||||
**Overall verdict:** 🟢 Strong (80–100) / 🟡 Developing (60–79) / 🔴 Needs work (<60)
|
||||
|
||||
---
|
||||
|
||||
## 2. Platform-by-Platform Analysis
|
||||
|
||||
Repeat this section for each active platform:
|
||||
|
||||
### [Platform Name] — Score: [X/10]
|
||||
|
||||
**Profile health:**
|
||||
- Bio / description: [Clear and keyword-rich / generic / missing]
|
||||
- Profile photo / banner: [Professional / outdated / mismatched]
|
||||
- Link in bio / CTA: [Present and current / missing]
|
||||
- Pinned content: [Exists and strategic / outdated / none]
|
||||
- Contact info / location: [Complete / incomplete]
|
||||
|
||||
**Audience:**
|
||||
- Followers: [X]
|
||||
- Follower growth (audit period): [+X% / -X% / flat]
|
||||
- Follower quality: [Relevant audience / mixed / unclear]
|
||||
|
||||
**Content performance:**
|
||||
|
||||
| Metric | Your account | Benchmark / competitor | Gap |
|
||||
|---|---|---|---|
|
||||
| Posts per week | [X] | [X] | [+/- X] |
|
||||
| Average engagement rate | [X%] | [X%] | [+/- X%] |
|
||||
| Average reach per post | [X] | [X] | [+/- X] |
|
||||
| Top format by engagement | [e.g. carousel] | [e.g. video] | [Match / mismatch] |
|
||||
|
||||
**Content audit — what you posted:**
|
||||
|
||||
| Content type | % of posts | Avg engagement | Verdict |
|
||||
|---|---|---|---|
|
||||
| Educational / how-to | [X%] | [X%] | [Keep / scale / drop] |
|
||||
| Product / promotional | [X%] | [X%] | [Keep / scale / drop] |
|
||||
| Behind-the-scenes | [X%] | [X%] | [Keep / scale / drop] |
|
||||
| Social proof / testimonials | [X%] | [X%] | [Keep / scale / drop] |
|
||||
| Engagement bait / conversation starters | [X%] | [X%] | [Keep / scale / drop] |
|
||||
|
||||
**Top 3 performing posts:**
|
||||
1. [Post description + why it worked]
|
||||
2. [Post description + why it worked]
|
||||
3. [Post description + why it worked]
|
||||
|
||||
**Bottom 3 performing posts:**
|
||||
1. [Post description + why it underperformed]
|
||||
2. [Post description + why it underperformed]
|
||||
3. [Post description + why it underperformed]
|
||||
|
||||
**Posting patterns:**
|
||||
- Best performing days: [e.g. Tue, Thu]
|
||||
- Best performing times: [e.g. 08:00–10:00]
|
||||
- Actual posting pattern: [e.g. sporadic / daily / consistent]
|
||||
- Consistency score: [Consistent / irregular / sporadic]
|
||||
|
||||
**Platform verdict:** [2–3 sentences on what's working, what isn't, and the #1 change to make]
|
||||
|
||||
---
|
||||
|
||||
## 3. Competitive Benchmarking
|
||||
|
||||
Compare against 2–3 competitors or aspirational accounts:
|
||||
|
||||
| Metric | [Your brand] | [Competitor 1] | [Competitor 2] | [Competitor 3] |
|
||||
|---|---|---|---|---|
|
||||
| LinkedIn followers | | | | |
|
||||
| LinkedIn eng. rate | | | | |
|
||||
| Instagram followers | | | | |
|
||||
| Instagram eng. rate | | | | |
|
||||
| Post frequency (all platforms) | | | | |
|
||||
| Content formats used | | | | |
|
||||
| Top content theme | | | | |
|
||||
|
||||
**Competitive gaps:**
|
||||
- **Where you're ahead:** [Specific metrics or tactics where you outperform]
|
||||
- **Where you're behind:** [Specific gaps — follower count, engagement, content variety]
|
||||
- **Opportunities they're missing:** [Whitespace you could own]
|
||||
|
||||
**What competitors are doing well that you should steal (ethically):**
|
||||
1. [Tactic / format / approach]
|
||||
2. [Tactic / format / approach]
|
||||
3. [Tactic / format / approach]
|
||||
|
||||
---
|
||||
|
||||
## 4. Content Strategy Assessment
|
||||
|
||||
**Are you posting the right mix?**
|
||||
|
||||
| Principle | Met? | Evidence | Recommendation |
|
||||
|---|---|---|---|
|
||||
| 80/20 rule: audience value vs self-promotion | [Yes/No] | [X% promotional posts] | [...] |
|
||||
| Consistent content pillars | [Yes/No] | [Pillars identified or not] | [...] |
|
||||
| Format variety (not just text posts) | [Yes/No] | [Format breakdown] | [...] |
|
||||
| Regular engagement with audience | [Yes/No] | [Reply rate, comment engagement] | [...] |
|
||||
| SEO / discoverability in profiles and posts | [Yes/No] | [Keywords, hashtags used] | [...] |
|
||||
|
||||
**Content gaps identified:**
|
||||
- [Gap 1: e.g. No video content despite video outperforming text on Instagram]
|
||||
- [Gap 2: e.g. No customer stories or social proof]
|
||||
- [Gap 3: e.g. Hashtag strategy missing — no discoverability beyond existing followers]
|
||||
|
||||
---
|
||||
|
||||
## 5. Audience Insights
|
||||
|
||||
**Follower quality assessment:**
|
||||
- Do followers match the target audience? [Yes / Partially / No]
|
||||
- Signs of inorganic growth? [e.g. high follower count, very low engagement = possible bought followers]
|
||||
- Most engaged audience segments: [e.g. industry, role, geography if visible from analytics]
|
||||
|
||||
**Engagement quality:**
|
||||
- Comment sentiment: [Positive / Mixed / Negative / Sparse]
|
||||
- Are comments substantive or just emoji reactions? [Substantive / Surface-level]
|
||||
- Are you responding to comments? [Always / Sometimes / Rarely / Never]
|
||||
- DMs / direct inquiries from social: [High / Low / None tracked]
|
||||
|
||||
---
|
||||
|
||||
## 6. Prioritised Action Plan
|
||||
|
||||
Ranked by impact × effort:
|
||||
|
||||
### 🔴 Do immediately (this week)
|
||||
|
||||
| Action | Platform | Why | Expected impact |
|
||||
|---|---|---|---|
|
||||
| [e.g. Update LinkedIn bio with clear value prop and keywords] | LinkedIn | Profile discovery | Higher profile views |
|
||||
| [e.g. Pin best-performing post to top of profile] | Instagram | First impression | Higher follow rate |
|
||||
| [e.g. Add link in bio with UTM tracking] | All | Traffic attribution | Measurable ROI |
|
||||
|
||||
### 🟡 Do this month
|
||||
|
||||
| Action | Platform | Why | Expected impact |
|
||||
|---|---|---|---|
|
||||
| [e.g. Launch a weekly educational carousel series] | LinkedIn | Fills content gap, high engagement format | +X% engagement rate |
|
||||
| [e.g. Start responding to all comments within 24h] | All | Signals algorithm engagement | Improved reach |
|
||||
| [e.g. Test video format 2x per week] | Instagram / TikTok | Underutilised high-reach format | Follower growth |
|
||||
|
||||
### 🟢 Do this quarter
|
||||
|
||||
| Action | Platform | Why | Expected impact |
|
||||
|---|---|---|---|
|
||||
| [e.g. Define 3–5 content pillars and build a monthly calendar] | All | Strategic consistency | Compound growth |
|
||||
| [e.g. Run a hashtag audit — identify 15–20 relevant tags per platform] | Instagram / LinkedIn | Discoverability | Organic reach |
|
||||
| [e.g. Source 3 customer stories for social proof content] | All | Social proof pillar | Trust + conversion |
|
||||
|
||||
---
|
||||
|
||||
## 7. 30-Day Quick Win Plan
|
||||
|
||||
The fastest way to improve the score by 10+ points:
|
||||
|
||||
| Week | Priority action | Platform | Owner | Success metric |
|
||||
|---|---|---|---|---|
|
||||
| 1 | [e.g. Fix all profile gaps — bio, photo, CTA, pinned post] | All | [Name] | 100% profile completeness |
|
||||
| 2 | [e.g. Post 3x educational carousel / video this week] | LinkedIn / IG | [Name] | ≥X% engagement rate |
|
||||
| 3 | [e.g. Engage actively — comment on 10 accounts per day] | LinkedIn / IG | [Name] | +X new followers |
|
||||
| 4 | [e.g. Review analytics and double down on best format] | All | [Name] | Identify top performing format |
|
||||
|
||||
---
|
||||
|
||||
## Quality Checks
|
||||
|
||||
- [ ] Every platform scored against objective criteria, not guesswork
|
||||
- [ ] Competitive benchmarks use real data, not assumptions
|
||||
- [ ] Content audit covers actual post types posted, not idealised mix
|
||||
- [ ] Recommendations are specific and actionable — not "post more content"
|
||||
- [ ] Action plan is sequenced by impact × effort, not just effort
|
||||
- [ ] 30-day plan has named owners and measurable success metrics
|
||||
|
||||
## Example Trigger Phrases
|
||||
|
||||
- "Audit our social media presence"
|
||||
- "Review our Instagram and LinkedIn performance"
|
||||
- "How are we doing on social compared to competitors?"
|
||||
- "What's working and what isn't on our social channels?"
|
||||
- "Give me a social media health check for [brand]"
|
||||
@@ -0,0 +1,397 @@
|
||||
---
|
||||
name: viral-content-framework
|
||||
description: "Build a framework for creating shareable, high-reach social media content. Use when asked to plan viral content, develop a shareable content strategy, create a hook writing system, or build a repeatable process for content that gets shared. Produces a platform-specific viral content framework with hook formulas, content structures, shareability triggers, and a content testing system."
|
||||
---
|
||||
|
||||
# Viral Content Framework Skill
|
||||
|
||||
This skill produces a platform-specific framework for creating content that earns shares, saves, comments, and organic reach beyond your existing following. It covers the psychology of sharing, hook formulas, content structures that consistently perform, platform-specific formats, and a repeatable system for producing high-reach content. Output gives a content creator, social media manager, or marketer a structured process they can apply immediately.
|
||||
|
||||
## Required Inputs
|
||||
|
||||
Ask the user for these if not provided:
|
||||
- **Brand / creator name**
|
||||
- **Primary platform(s)** — where are you trying to build reach? (LinkedIn, TikTok, Instagram, X/Twitter, YouTube)
|
||||
- **Content niche / topic area** — what is the content about?
|
||||
- **Target audience** — who are you trying to reach and what do they care about?
|
||||
- **Content goal** — what should high-reach content achieve? (followers / brand awareness / inbound leads / community / sales)
|
||||
- **Current performance baseline** — roughly how many impressions / shares / saves does a typical post get today?
|
||||
|
||||
## Output Structure
|
||||
|
||||
---
|
||||
|
||||
# Viral Content Framework: [Brand / Creator Name]
|
||||
|
||||
**Platform(s):** [List]
|
||||
**Niche:** [Content topic area]
|
||||
**Audience:** [Target audience description]
|
||||
**Goal:** [What high-reach content should achieve]
|
||||
**Date:** [Date]
|
||||
|
||||
---
|
||||
|
||||
## 1. The Psychology of Sharing
|
||||
|
||||
Before tactics, understand why people share. Content goes viral when it triggers one or more of these sharing motivations:
|
||||
|
||||
| Motivation | What it means | How to trigger it |
|
||||
|---|---|---|
|
||||
| **Identity** | "Sharing this says something good about me" | Make the audience look smart, informed, or principled by sharing |
|
||||
| **Utility** | "This is so useful I'd be doing my friends a disservice not to share it" | Teach something actionable that produces an immediate result |
|
||||
| **Emotion** | "This made me feel something — I want others to feel it too" | Surprise, delight, inspiration, righteous anger, nostalgia |
|
||||
| **Tribe** | "My people need to see this" | Create content that speaks specifically to a tight community |
|
||||
| **Status** | "Being first to share this makes me look ahead of the curve" | Break news, contrarian takes, insider information |
|
||||
| **Validation** | "This is exactly what I've been thinking but couldn't articulate" | Voice what the audience already believes — be their spokesperson |
|
||||
|
||||
**For [brand/creator], the primary sharing motivation is:** [Choose 1–2 that fit the niche and audience]
|
||||
|
||||
---
|
||||
|
||||
## 2. The Virality Formula
|
||||
|
||||
High-reach content = **Strong hook × Valuable substance × Easy shareability**
|
||||
|
||||
All three must be present. Strong hooks that lead to thin content get clicks but not shares. Brilliant content with a weak hook never gets seen. Content that's hard to share (too long, too branded, too complex) dies at the save stage.
|
||||
|
||||
### Diagnosing your current content:
|
||||
|
||||
| Element | Strong | Weak | Fix |
|
||||
|---|---|---|---|
|
||||
| Hook (first line / first frame) | Stops scrolling immediately | Generic opening | Use hook formulas in Section 3 |
|
||||
| Substance | Actionable, specific, surprising | Vague, obvious, or filler | Apply content structures in Section 4 |
|
||||
| Shareability | Short enough to screenshot, save, or re-share | Too long, too branded, too complex | Trim to the essential value |
|
||||
|
||||
---
|
||||
|
||||
## 3. Hook Formulas That Work
|
||||
|
||||
The hook is everything. You have 1–3 seconds on TikTok/Instagram, 1 sentence on LinkedIn/X. Use these proven formulas:
|
||||
|
||||
### Formula 1: The Contrarian Statement
|
||||
*"[Widely believed thing] is wrong / a myth / overrated."*
|
||||
> Examples:
|
||||
> - "Posting every day on LinkedIn is killing your reach."
|
||||
> - "Consistency isn't the reason great creators grow. This is."
|
||||
> - "The best social media strategy doesn't start with content."
|
||||
|
||||
**Why it works:** Challenges existing beliefs → triggers curiosity + mild outrage = comments + shares
|
||||
|
||||
---
|
||||
|
||||
### Formula 2: The Specific Number / Result
|
||||
*"I [achieved specific result] in [specific timeframe]. Here's how."*
|
||||
> Examples:
|
||||
> - "I went from 0 to 10,000 LinkedIn followers in 6 months. Here's the exact system."
|
||||
> - "Our last post got 2.3M views. These are the 4 decisions that made it happen."
|
||||
> - "I reduced our content production time by 70% using this workflow."
|
||||
|
||||
**Why it works:** Specific numbers are credible. Credibility earns attention. "How" frames create utility.
|
||||
|
||||
---
|
||||
|
||||
### Formula 3: The Uncomfortable Truth
|
||||
*"Nobody wants to hear this, but [uncomfortable truth about your niche]."*
|
||||
> Examples:
|
||||
> - "Nobody wants to hear this, but most social media 'strategies' are just posting without a plan."
|
||||
> - "Your content isn't underperforming because of the algorithm. It's because of the hook."
|
||||
> - "If your product needs a social media strategy to sell, you may have a product problem."
|
||||
|
||||
**Why it works:** "Nobody wants to hear this" primes people to read it. Uncomfortable truths polarise → comments
|
||||
|
||||
---
|
||||
|
||||
### Formula 4: The Listicle Tease
|
||||
*"[X] things I wish someone had told me about [topic]."*
|
||||
> Examples:
|
||||
> - "5 things every social media manager knows that nobody talks about publicly."
|
||||
> - "8 LinkedIn hacks that took me 3 years to discover."
|
||||
> - "The 3 types of hooks that consistently outperform everything else."
|
||||
|
||||
**Why it works:** Implied exclusivity + easy to save and return to
|
||||
|
||||
---
|
||||
|
||||
### Formula 5: The Story Hook
|
||||
*"[Specific moment / scene / event that sets up a tension]."*
|
||||
> Examples:
|
||||
> - "At 11pm on a Sunday, our post started going viral. By Monday morning it had 500k views. Here's what we did wrong."
|
||||
> - "Six months ago I had 200 followers. I changed one thing. Now I have 40,000."
|
||||
> - "A customer tweeted something about us last week. I nearly deleted it. I didn't. Here's what happened."
|
||||
|
||||
**Why it works:** Stories create forward momentum — people read to find out what happens
|
||||
|
||||
---
|
||||
|
||||
### Formula 6: The Pattern Interrupt Question
|
||||
*"[Question that the audience has never been asked about a familiar topic]."*
|
||||
> Examples:
|
||||
> - "What's the real reason some posts go viral on command and others die quietly?"
|
||||
> - "If you had to teach someone to create shareable content in 10 minutes, what would you actually say?"
|
||||
> - "What would happen if you stopped posting for 30 days?"
|
||||
|
||||
**Why it works:** Unusual question about a familiar topic creates a "never thought about that" response
|
||||
|
||||
---
|
||||
|
||||
## 4. Content Structures That Perform
|
||||
|
||||
### Structure 1: The "Thread / Listicle" (LinkedIn, X/Twitter)
|
||||
|
||||
Best for: Education, frameworks, how-to content
|
||||
|
||||
```
|
||||
Hook: [Formula 1–6 above]
|
||||
↓
|
||||
Promise: "Here's what I'm going to share and why it matters to you."
|
||||
↓
|
||||
Point 1: [Specific, actionable, with an example]
|
||||
Point 2: [Specific, actionable, with an example]
|
||||
Point 3: [Specific, actionable, with an example]
|
||||
[...up to 7–10 points — stop when you run out of substance, not ideas]
|
||||
↓
|
||||
Summary: "The one thing to remember from all of this is: [distill to a single insight]"
|
||||
↓
|
||||
CTA: [Follow for more / save this / what would you add?]
|
||||
```
|
||||
|
||||
**Shareability trigger:** Utility — save to come back to. Comment-baiting summary.
|
||||
|
||||
---
|
||||
|
||||
### Structure 2: The "Before → After → Bridge" (All platforms)
|
||||
|
||||
Best for: Product/service showcases, transformations, case studies
|
||||
|
||||
```
|
||||
Hook: [The after — start with the impressive result]
|
||||
↓
|
||||
Before: "Here's what the situation looked like before: [specific, relatable pain]"
|
||||
↓
|
||||
After: "Here's what it looks like now: [specific, impressive outcome with numbers]"
|
||||
↓
|
||||
Bridge: "Here's exactly what changed between those two states: [the process / insight / tool]"
|
||||
↓
|
||||
CTA: [Try it / learn more / what's your 'before'?]
|
||||
```
|
||||
|
||||
**Shareability trigger:** Identity + utility — audience wants to share a transformation they aspire to
|
||||
|
||||
---
|
||||
|
||||
### Structure 3: The "Contrarian Deep Dive" (LinkedIn, X/Twitter, YouTube)
|
||||
|
||||
Best for: Building authority, thought leadership, engagement
|
||||
|
||||
```
|
||||
Hook: [Contrarian statement — Formula 1]
|
||||
↓
|
||||
Acknowledge the conventional wisdom: "Most people believe [X] because [reason]."
|
||||
↓
|
||||
Provide evidence against it: "But here's the data / experience / example that challenges it."
|
||||
↓
|
||||
Make the case: "What actually works is [Y], and here's why."
|
||||
↓
|
||||
Nuance (important): "To be fair, [X] works when [specific conditions]. But for [audience], [Y] is better."
|
||||
↓
|
||||
CTA: "Disagree? Tell me why ↓"
|
||||
```
|
||||
|
||||
**Shareability trigger:** Status + validation + tribe (people share things that represent their worldview)
|
||||
|
||||
---
|
||||
|
||||
### Structure 4: The "Story Arc" (TikTok, Instagram Reels, YouTube Shorts)
|
||||
|
||||
Best for: Video content, personal brand building
|
||||
|
||||
```
|
||||
Frame 1 (0–3 sec): Hook — [The punchline, result, or conflict stated upfront]
|
||||
Frame 2 (3–15 sec): Setup — [Who you are + what happened / the situation]
|
||||
Frame 3 (15–40 sec): Complication — [What went wrong / what the challenge was]
|
||||
Frame 4 (40–55 sec): Resolution — [What you did / what happened]
|
||||
Frame 5 (final 5 sec): CTA — [Follow for more / share if this happened to you / comment your take]
|
||||
```
|
||||
|
||||
**Shareability trigger:** Emotion — people share stories that resonate with an experience they've had
|
||||
|
||||
---
|
||||
|
||||
### Structure 5: The "Carousel / Slide Deck" (Instagram, LinkedIn)
|
||||
|
||||
Best for: How-to content, frameworks, comparisons, statistics
|
||||
|
||||
```
|
||||
Slide 1 (Cover): [Hook — compelling headline. Must earn the swipe.]
|
||||
Slide 2: [Context — why this matters. Set up the value.]
|
||||
Slides 3–7: [One insight per slide. Max 30 words + clear visual/diagram per slide.]
|
||||
Slide 8 (Summary): [The key takeaway distilled to one sentence.]
|
||||
Slide 9 (CTA): [Save this / follow / share / link in bio]
|
||||
```
|
||||
|
||||
**Shareability trigger:** Save rate. Carousels are the most-saved format on Instagram. Algorithm rewards saves.
|
||||
|
||||
---
|
||||
|
||||
## 5. Platform-Specific Playbook
|
||||
|
||||
### LinkedIn
|
||||
|
||||
**What goes viral on LinkedIn:**
|
||||
- Career advice that feels personally earned, not theoretical
|
||||
- Data + unexpected insight ("We analysed 100 LinkedIn posts and found...")
|
||||
- Contrarian takes on work, careers, or the professional world
|
||||
- Vulnerable, human moments (layoffs, failures, what you learned)
|
||||
- Tactical how-to posts with numbered lists
|
||||
|
||||
**Format priority:** Long-form text posts → carousels → video (in order of average reach)
|
||||
|
||||
**Algorithm signals that boost reach:** Comments > saves > reactions. Ask a question in the CTA.
|
||||
|
||||
**Posting time:** Tuesday–Thursday, 07:30–09:00 or 12:00–13:00 in your audience's timezone
|
||||
|
||||
**What kills LinkedIn reach:** Outbound links in the post body (add links in first comment instead), posting too frequently (3–5x/week max), vanity metrics in the hook
|
||||
|
||||
---
|
||||
|
||||
### TikTok
|
||||
|
||||
**What goes viral on TikTok:**
|
||||
- First 1–2 seconds must hook visually AND verbally
|
||||
- Relatability over polish — authentic > produced
|
||||
- Trending sounds / formats used with original content
|
||||
- "I can't believe they said that" or "I need to show this to [my person]" reaction content
|
||||
- Educational content that delivers value in under 60 seconds
|
||||
|
||||
**Format priority:** Trending sound duets/stitches → original POV → talking-head education
|
||||
|
||||
**Algorithm signals that boost reach:** Watch-through rate (% who watch the full video) is the #1 signal. Replays, shares, and comments follow.
|
||||
|
||||
**Hook principle:** Start mid-sentence. Start in the action. Never open with "Hey guys, today I'm going to..."
|
||||
|
||||
---
|
||||
|
||||
### Instagram
|
||||
|
||||
**What goes viral on Instagram:**
|
||||
- Carousels with a save-worthy framework or checklist (saves are the top signal)
|
||||
- Reels with a hook in the first frame (text overlay + visual hook simultaneously)
|
||||
- Before/after transformations (personal, product, design)
|
||||
- Content that makes people think "I need to send this to [specific person]"
|
||||
- Aesthetic content that people want on their feed
|
||||
|
||||
**Format priority:** Reels → carousels → static images (in order of current algorithm weighting)
|
||||
|
||||
**Algorithm signals that boost reach:** Saves > shares > comments > likes. Design for saves.
|
||||
|
||||
**Caption strategy:** Hook in the first line (shows before "more" truncation). Value in the body. CTA at the end.
|
||||
|
||||
---
|
||||
|
||||
### X / Twitter
|
||||
|
||||
**What goes viral on X:**
|
||||
- Strong opinion stated concisely (≤280 characters, no thread needed)
|
||||
- Data or insight that surprises the tech/media/culture audience
|
||||
- "This is the [most/best/funniest] [X] I've ever seen" amplification
|
||||
- Dunks on widely-held beliefs (with evidence)
|
||||
- Breaking news commentary that's faster than media
|
||||
|
||||
**Format priority:** Short opinion takes → threads → quote tweets with commentary
|
||||
|
||||
**Algorithm signals that boost reach:** Replies > retweets > likes. Controversy (civil) drives replies.
|
||||
|
||||
**Thread principle:** First tweet must work as a standalone — many people won't click "see more"
|
||||
|
||||
---
|
||||
|
||||
### YouTube (Shorts + Long-form)
|
||||
|
||||
**What goes viral — Shorts:**
|
||||
- Same TikTok principles apply
|
||||
- "Wait for it" content — builds to a payoff
|
||||
- Tutorial that delivers a result in under 60 seconds
|
||||
|
||||
**What goes viral — Long-form:**
|
||||
- High-retention opening: state the payoff in the first 30 seconds
|
||||
- Chapter markers for navigation (increases watch time)
|
||||
- Strong thumbnail + title pairing — the algorithm tests these against click-through rate
|
||||
|
||||
---
|
||||
|
||||
## 6. The Content Testing System
|
||||
|
||||
Virality is repeatable if you treat content creation as an experiment.
|
||||
|
||||
### Step 1: Create content batches
|
||||
|
||||
Produce 5–10 pieces per content type. Use a consistent structure with one variable changed per batch (hook type, format, topic angle).
|
||||
|
||||
### Step 2: Post and measure — the 48-hour signal
|
||||
|
||||
| Platform | 48-hour signal to watch | What it tells you |
|
||||
|---|---|---|
|
||||
| LinkedIn | Comments + saves in first 2 hours | Relevance to professional audience |
|
||||
| TikTok | Watch-through rate in first 24 hours | Hook and content quality |
|
||||
| Instagram | Saves rate per impression | "Worth returning to" value |
|
||||
| X/Twitter | Replies in first 4 hours | Resonance with the community |
|
||||
|
||||
### Step 3: Identify your "content codes"
|
||||
|
||||
After 30 days, review your top 5 performing posts and answer:
|
||||
- What format were they?
|
||||
- What hook formula?
|
||||
- What topic angle?
|
||||
- What content structure?
|
||||
- What time were they posted?
|
||||
|
||||
Your "content code" = the combination of these variables that consistently outperforms. Double down.
|
||||
|
||||
### Step 4: Scale what works
|
||||
|
||||
| Phase | Action |
|
||||
|---|---|
|
||||
| Week 1–4 | Test 2–3 hook formulas + 2–3 content structures. Post consistently. |
|
||||
| Month 2 | Identify top-performing patterns. Create 2x more of those. |
|
||||
| Month 3+ | 70% proven formats / 30% new experiments. Never stop testing the 30%. |
|
||||
|
||||
---
|
||||
|
||||
## 7. Content Bank — 30 Starter Ideas for [Niche]
|
||||
|
||||
Apply the hook formulas and content structures from above to these topic angles:
|
||||
|
||||
| # | Content angle | Hook formula | Structure | Format |
|
||||
|---|---|---|---|---|
|
||||
| 1 | [Common mistake in your niche] | Contrarian statement | Thread | LinkedIn / X |
|
||||
| 2 | [Counterintuitive insight you learned] | Uncomfortable truth | Thread | LinkedIn |
|
||||
| 3 | [A result you achieved + the process] | Specific number/result | Before→After→Bridge | All |
|
||||
| 4 | [A framework you use regularly] | Listicle tease | Carousel | Instagram / LinkedIn |
|
||||
| 5 | [An industry trend + your take] | Contrarian deep dive | Thread | LinkedIn / X |
|
||||
| 6 | [A story of failure + lesson] | Story hook | Story arc | TikTok / Reels |
|
||||
| 7 | [A tool/resource your audience would save] | Utility listicle | Carousel / list | Instagram / LinkedIn |
|
||||
| 8 | [A "what I wish I knew" post] | Listicle tease | Thread | LinkedIn |
|
||||
| 9 | [A behind-the-scenes process] | Pattern interrupt question | Video | TikTok / Reels |
|
||||
| 10 | [A reaction to industry news] | Contrarian statement | Thread | X / LinkedIn |
|
||||
|
||||
*[Generate 20 more ideas specific to the brand's niche here, using the same table format]*
|
||||
|
||||
---
|
||||
|
||||
## Quality Checks
|
||||
|
||||
- [ ] Every hook uses a proven formula — no generic openers like "Today I want to talk about..."
|
||||
- [ ] Content structure chosen matches the platform and goal (save-bait on IG, thread on LinkedIn)
|
||||
- [ ] Each piece of content has one clear shareability trigger identified
|
||||
- [ ] Platform-specific rules are applied (e.g. no outbound links in LinkedIn post body)
|
||||
- [ ] Content bank has enough variety to test multiple angles before doubling down
|
||||
- [ ] Testing system is set up — 48-hour signal tracked for every post
|
||||
- [ ] CTA asks for a specific action, not a generic "like and share"
|
||||
|
||||
## Example Trigger Phrases
|
||||
|
||||
- "Build a viral content framework for [brand / creator]"
|
||||
- "Help me create shareable content for [platform]"
|
||||
- "What makes content go viral on [LinkedIn / TikTok / Instagram]?"
|
||||
- "Give me hook formulas and content structures for [niche]"
|
||||
- "Build a repeatable system for creating high-reach content"
|
||||
@@ -0,0 +1,309 @@
|
||||
---
|
||||
name: community-management-playbook
|
||||
description: "Build a community management playbook for a brand's social media channels. Use when asked to create guidelines for managing comments, DMs, and community interactions, define a moderation policy, or build response frameworks for social media community managers. Produces a complete playbook with response templates, escalation paths, moderation rules, and tone guidelines."
|
||||
---
|
||||
|
||||
# Community Management Playbook Skill
|
||||
|
||||
This skill produces a complete community management playbook covering response frameworks, tone guidelines, comment moderation rules, DM handling, crisis and escalation paths, response templates, and community health metrics. Output gives a community manager or social media team everything they need to manage public interactions consistently, professionally, and at speed.
|
||||
|
||||
## Required Inputs
|
||||
|
||||
Ask the user for these if not provided:
|
||||
- **Brand / product name**
|
||||
- **Active platforms** — which channels need community management (Instagram, LinkedIn, X/Twitter, Facebook, TikTok, YouTube, Discord, Reddit, etc.)
|
||||
- **Team structure** — who manages community? (solo, small team, agency, rotating)
|
||||
- **Brand tone of voice** — how the brand sounds (e.g. warm and friendly / professional / witty / technical)
|
||||
- **Primary community type** — customers, fans, professional network, creators, users of a product
|
||||
- **Common comment types** — what kinds of interactions do you get? (support questions, complaints, praise, spam, trolls)
|
||||
- **Response time SLA** — how fast must the team respond? (e.g. within 2 hours on weekdays)
|
||||
|
||||
## Output Structure
|
||||
|
||||
---
|
||||
|
||||
# Community Management Playbook: [Brand Name]
|
||||
|
||||
**Version:** 1.0
|
||||
**Platforms covered:** [List]
|
||||
**Team:** [Names or roles]
|
||||
**Last updated:** [Date]
|
||||
|
||||
---
|
||||
|
||||
## 1. Why Community Management Matters
|
||||
|
||||
[2–3 sentences on what's at stake: brand reputation, customer loyalty, algorithm signals, trust-building. Frame community management as a business function, not just social admin.]
|
||||
|
||||
**Our community management goals:**
|
||||
1. [Goal 1: e.g. Respond to every comment and DM within our SLA — no question goes unanswered]
|
||||
2. [Goal 2: e.g. Turn complaints into loyalty moments — every resolved issue is a trust win]
|
||||
3. [Goal 3: e.g. Amplify positive sentiment — surface customer stories and user wins]
|
||||
4. [Goal 4: e.g. Protect brand reputation — remove harmful content quickly and consistently]
|
||||
|
||||
---
|
||||
|
||||
## 2. Response Framework
|
||||
|
||||
Use this decision tree for every comment or message:
|
||||
|
||||
```
|
||||
Is it spam, phishing, or dangerous content?
|
||||
→ YES: Delete immediately. Report if platform requires. Log in moderation tracker.
|
||||
→ NO: Continue ↓
|
||||
|
||||
Is it a hate comment, harassment, or offensive content?
|
||||
→ YES: Hide or delete. Consider account block. Escalate if ongoing. See Section 6.
|
||||
→ NO: Continue ↓
|
||||
|
||||
Is it a customer complaint or support question?
|
||||
→ YES: Respond within SLA. Acknowledge, empathise, resolve or redirect. See Section 4.
|
||||
→ NO: Continue ↓
|
||||
|
||||
Is it positive — praise, testimonial, or user win?
|
||||
→ YES: Like + reply with warm acknowledgement. Flag for social proof content if suitable.
|
||||
→ NO: Continue ↓
|
||||
|
||||
Is it a question about the brand, product, or content?
|
||||
→ YES: Answer clearly and helpfully. Include a CTA if relevant.
|
||||
→ NO: Continue ↓
|
||||
|
||||
Is it a general conversation starter or neutral engagement?
|
||||
→ YES: Engage authentically — like, reply briefly, or ask a follow-up question.
|
||||
```
|
||||
|
||||
---
|
||||
|
||||
## 3. Response Time SLAs
|
||||
|
||||
| Channel | Comment type | Target response time | Owner |
|
||||
|---|---|---|---|
|
||||
| [Instagram] | Customer complaint | [2 hours (business hours)] | [CM Lead] |
|
||||
| [Instagram] | General comment / question | [Same day] | [CM team] |
|
||||
| [Instagram] | DM | [4 hours (business hours)] | [CM Lead] |
|
||||
| [LinkedIn] | Professional comment / question | [4 hours (business hours)] | [CM / Marketing] |
|
||||
| [X / Twitter] | Public reply / mention | [2 hours (business hours)] | [CM Lead] |
|
||||
| [X / Twitter] | DM | [4 hours (business hours)] | [CM team] |
|
||||
| [Facebook] | Comment | [4 hours (business hours)] | [CM team] |
|
||||
| [TikTok] | Comment on promoted post | [8 hours] | [CM team] |
|
||||
| [YouTube] | Comment | [24 hours] | [CM team] |
|
||||
|
||||
**Out-of-hours coverage:**
|
||||
- [Define weekend / evening coverage — e.g. "On-call CM checks mentions at 9am, 1pm, and 6pm on weekends"]
|
||||
- Crisis escalation is always on — see Section 6 for out-of-hours escalation contacts
|
||||
|
||||
---
|
||||
|
||||
## 4. Response Templates
|
||||
|
||||
These are starting-point templates — always personalise with the person's name and specific context.
|
||||
|
||||
### Positive comments
|
||||
|
||||
**Praise / testimonial:**
|
||||
> "Thank you so much, [name]! 🙌 This genuinely made our day. So glad [product/service] is working for you. [Add specific personal note if possible]."
|
||||
|
||||
**User-generated content / sharing their experience:**
|
||||
> "Love seeing this, [name]! Thanks for sharing 🙌. [Relevant genuine comment on their specific post or experience]."
|
||||
|
||||
**Review or recommendation:**
|
||||
> "Thank you for taking the time to share this, [name] — really appreciate it. [Add genuine specific reaction]. If you ever want to [next step / share more / join community], we'd love to have you."
|
||||
|
||||
---
|
||||
|
||||
### Questions about the product or brand
|
||||
|
||||
**Feature question:**
|
||||
> "Great question, [name]! [Answer clearly in 1–3 sentences]. If you'd like more detail, [link to docs / help centre / DM us]. Happy to help with anything else!"
|
||||
|
||||
**Pricing / availability question:**
|
||||
> "[Answer] — [link if relevant]. Feel free to DM us if you need anything specific. 😊"
|
||||
|
||||
**"Is this available in [region/format]?" question:**
|
||||
> "[Answer with current availability]. If that's changed, you'll always see it first at [link / newsletter sign-up / our channels]. 🙌"
|
||||
|
||||
---
|
||||
|
||||
### Complaints
|
||||
|
||||
**Product issue — acknowledged, redirecting to support:**
|
||||
> "Hi [name], really sorry to hear this — that's definitely not the experience we want for you. 😔 Could you DM us with [order number / account email / details]? We'll get this sorted as quickly as possible."
|
||||
|
||||
**Shipping / fulfilment complaint:**
|
||||
> "Hi [name], thank you for letting us know and I'm so sorry for this. We want to make it right. Please DM us with your order reference and we'll investigate right away."
|
||||
|
||||
**General dissatisfaction:**
|
||||
> "Hi [name], I'm sorry to hear you're not happy — your feedback genuinely matters to us. Could you DM us or email [support email] so we can understand what happened and fix it? We really do want to get this right."
|
||||
|
||||
**Public complaint that needs urgent attention:**
|
||||
> "Hi [name], I can see why that would be frustrating and I want to make sure we sort this out properly. I'm going to DM you now — please look out for a message from us."
|
||||
|
||||
---
|
||||
|
||||
### Difficult interactions
|
||||
|
||||
**Polite but persistent critic:**
|
||||
> "Hi [name], thank you for the honest feedback — we do read and take this seriously. We can't always respond to every individual point publicly, but if you'd like to share more detail, [DM us / email us at X]. We're genuinely working on [relevant area] and appreciate you holding us accountable."
|
||||
|
||||
**Misinformation or incorrect claim about the brand:**
|
||||
> "Hi [name], just wanted to gently clarify — [correct the record factually in 1–2 sentences]. Happy to share more if useful! [Link to source / official page if relevant]."
|
||||
|
||||
**Competitor attack or negative comparison:**
|
||||
> [Do NOT engage publicly with competitive comparisons. Respond only if there's factual misinformation. Template: "Hi [name], happy to share what makes [brand] work for our customers — feel free to DM us if you'd like to know more."]
|
||||
|
||||
---
|
||||
|
||||
### DM templates
|
||||
|
||||
**First DM response — complaint:**
|
||||
> "Hi [name], thanks for reaching out. I'm [name] from the [brand] team. I've seen your [comment/message] and want to make sure we get this sorted for you properly. Could you share [details needed — order number, email, screenshots]? I'll personally make sure this is resolved."
|
||||
|
||||
**First DM response — support question:**
|
||||
> "Hi [name]! Thanks for getting in touch. Happy to help — [answer or next step]. If you need anything else, just reply here. 😊"
|
||||
|
||||
**Issue resolved — closing DM:**
|
||||
> "Glad we could sort that out, [name]! If you ever need anything else, we're here. Have a great [day/weekend]! 🙌"
|
||||
|
||||
---
|
||||
|
||||
## 5. Moderation Rules
|
||||
|
||||
**Content that must be deleted immediately:**
|
||||
- [ ] Spam (repeated posts, fake giveaways, phishing links)
|
||||
- [ ] Explicit or NSFW content
|
||||
- [ ] Personal attacks on other community members
|
||||
- [ ] Doxxing (sharing personal information about another person)
|
||||
- [ ] Content that violates platform terms of service
|
||||
- [ ] Illegal content or illegal product promotion
|
||||
|
||||
**Content that should be hidden (not deleted) — review within 4 hours:**
|
||||
- [ ] Unverified complaints that may require investigation before action
|
||||
- [ ] Offensive language that isn't targeting a specific person
|
||||
- [ ] Posts that may be legitimate but contain sensitive information
|
||||
|
||||
**Content that should be left (even if negative) — respond and monitor:**
|
||||
- [ ] Genuine product criticism or negative reviews
|
||||
- [ ] Complaints that are being actively resolved
|
||||
- [ ] Controversial opinions that are within the rules of civil debate
|
||||
- [ ] Negative comparisons to competitors (only respond if misinformation)
|
||||
|
||||
**Account-level actions:**
|
||||
|
||||
| Action | When to use |
|
||||
|---|---|
|
||||
| Comment hide | First instance of borderline content |
|
||||
| Comment delete | Clear rule violation |
|
||||
| User block | Repeated harassment / spam after warning |
|
||||
| Report to platform | Content that may breach platform T&Cs or laws |
|
||||
|
||||
**"Never delete to silence" rule:** Never delete a genuine complaint or criticism just because it's uncomfortable. Deleting legitimate negative feedback damages trust more than the original complaint.
|
||||
|
||||
---
|
||||
|
||||
## 6. Escalation & Crisis Protocol
|
||||
|
||||
### Escalation tiers
|
||||
|
||||
**Tier 1 — CM handles directly:**
|
||||
- Routine complaints, questions, thank-yous
|
||||
- Single negative comment, isolated incident
|
||||
- Standard off-topic or mildly unhappy comment
|
||||
|
||||
**Tier 2 — Escalate to [Marketing Lead / Brand Manager] within 2 hours:**
|
||||
- Customer with significant public platform (journalist, influencer, known figure)
|
||||
- Complaint gaining traction (10+ likes on a negative comment)
|
||||
- Legal or compliance mention ("I'm going to sue", "trading standards", "data breach")
|
||||
- Media interest — journalist asking questions publicly
|
||||
|
||||
**Tier 3 — Escalate to [CMO / Founder / CEO] immediately:**
|
||||
- Viral negative content (100+ shares / views growing rapidly)
|
||||
- Allegation of safety issue, injury, or product harm
|
||||
- Coordinated negative campaign or pile-on
|
||||
- Any media coverage of a complaint
|
||||
- Potential crisis — brand reputation at risk
|
||||
|
||||
### Crisis response protocol
|
||||
|
||||
1. **Stop scheduled posting** — pause all queued content immediately
|
||||
2. **Assess** — what is the scope? How fast is it spreading? What's the allegation?
|
||||
3. **Brief leadership** — share screenshot, link, and initial assessment within 30 minutes
|
||||
4. **Hold public response** — do not post publicly until leadership approves messaging
|
||||
5. **Draft response options** — prepare 2–3 response options (acknowledge / deny / defer)
|
||||
6. **Respond or don't respond?** — sometimes silence + private resolution beats a public statement
|
||||
7. **Monitor** — track mentions every 30 minutes during a crisis
|
||||
8. **Post-crisis review** — within 48 hours, document what happened and what to do differently
|
||||
|
||||
**Out-of-hours escalation contacts:**
|
||||
- CM Lead: [Name, mobile]
|
||||
- Marketing Lead: [Name, mobile]
|
||||
- [Senior escalation]: [Name, mobile]
|
||||
|
||||
---
|
||||
|
||||
## 7. Tone of Voice in Practice
|
||||
|
||||
| Situation | Tone | Example phrase | Avoid |
|
||||
|---|---|---|---|
|
||||
| Complimenting content | Warm, genuine, specific | "This genuinely made our day 🙌" | Generic "Thank you!" |
|
||||
| Answering a product question | Helpful, clear, not jargony | "Great question — here's exactly how it works…" | "Per our FAQs…" |
|
||||
| Resolving a complaint | Empathetic, responsible, action-oriented | "Really sorry to hear this — let's sort it out." | "This is not our fault" |
|
||||
| Engaging with light content | Playful, natural, on-brand | [Match the energy of the post — don't be stiff] | Corporate speak |
|
||||
| Handling criticism | Measured, honest, not defensive | "We hear you and we're working on it." | "As per our T&Cs…" |
|
||||
| Addressing a crisis | Calm, clear, factual, empathetic | "We're aware of this and are treating it as an urgent priority." | Defensive or dismissive |
|
||||
|
||||
**Emoji use:** [Define brand's emoji policy — e.g. "Use emojis sparingly — 1 per response max, only on positive interactions. Never on complaints or sensitive topics."]
|
||||
|
||||
---
|
||||
|
||||
## 8. Community Health Metrics
|
||||
|
||||
Track these weekly:
|
||||
|
||||
| Metric | What it measures | Target | Current |
|
||||
|---|---|---|---|
|
||||
| Average response time | Speed of community management | [≤ X hours] | [X hours] |
|
||||
| Response rate | % of comments/DMs replied to | [≥ X%] | [X%] |
|
||||
| Comment sentiment ratio | Positive : Neutral : Negative split | [≥ X% positive] | [X%] |
|
||||
| Escalation rate | % of interactions escalated | [≤ X%] | [X%] |
|
||||
| DM resolution time | Time to resolve a DM complaint | [≤ X hours] | [X hours] |
|
||||
| Content reports / removals | Volume of content moderated | [Track trend] | [X/week] |
|
||||
|
||||
**Weekly CM review (15 min):**
|
||||
- Review last week's metrics vs target
|
||||
- Flag any recurring complaint themes (product signals for the team)
|
||||
- Identify any standout positive interactions worth amplifying
|
||||
- Note any escalations and how they were handled
|
||||
|
||||
---
|
||||
|
||||
## 9. Platform-Specific Notes
|
||||
|
||||
| Platform | Key nuance | Best practice |
|
||||
|---|---|---|
|
||||
| **Instagram** | Comments move fast on Reels; DMs high volume | Prioritise Reel comments; use saved replies for FAQ DMs |
|
||||
| **LinkedIn** | Professional audience; public replies visible to networks | Keep responses professional; avoid humour on complaints |
|
||||
| **X / Twitter** | Real-time; pile-ons escalate fast | Monitor with keyword alerts; act on Tier 2 triggers quickly |
|
||||
| **TikTok** | Comment culture is more casual; meme responses ok | Match platform tone but keep brand voice; don't try too hard |
|
||||
| **YouTube** | Older comments resurface regularly | Monitor new comments on older videos; set up notifications |
|
||||
| **Facebook** | Groups + page comments; older audience | More formal tone; monitor group dynamics separately |
|
||||
| **Discord** | Real-time community; requires moderators | Designate community moderators; publish community rules prominently |
|
||||
|
||||
---
|
||||
|
||||
## Quality Checks
|
||||
|
||||
- [ ] Response templates cover all common scenarios (positive, neutral, complaint, crisis)
|
||||
- [ ] SLAs are realistic for available team resource
|
||||
- [ ] Moderation rules clearly distinguish between delete, hide, and leave
|
||||
- [ ] Escalation tiers are specific — each tier has a named contact and timeframe
|
||||
- [ ] Tone of voice guidance is concrete enough to write from (examples included)
|
||||
- [ ] Community health metrics have targets, not just labels
|
||||
- [ ] Platform-specific nuances are covered for every active channel
|
||||
|
||||
## Example Trigger Phrases
|
||||
|
||||
- "Build a community management playbook for [brand]"
|
||||
- "Create social media response guidelines for our team"
|
||||
- "What should our moderation policy be for [platform]?"
|
||||
- "Write community management templates and escalation procedures"
|
||||
- "How should we handle negative comments on social media?"
|
||||
@@ -0,0 +1,242 @@
|
||||
---
|
||||
name: influencer-brief
|
||||
description: "Create a structured brief for an influencer or creator partnership campaign. Use when asked to brief an influencer, plan a creator collaboration, set up a paid partnership, or define deliverables for a sponsored content campaign. Produces a complete campaign brief with objectives, deliverables, creative guidelines, approval process, and performance metrics."
|
||||
---
|
||||
|
||||
# Influencer Brief Skill
|
||||
|
||||
This skill produces a professional influencer campaign brief that a creator can receive and act on immediately. It covers campaign objectives, audience alignment, content deliverables, creative guidelines, messaging dos and don'ts, approval workflow, payment terms, and performance expectations. Output is ready to send to a creator, talent manager, or agency.
|
||||
|
||||
## Required Inputs
|
||||
|
||||
Ask the user for these if not provided:
|
||||
- **Brand / product name** — what is being promoted
|
||||
- **Campaign goal** — what you want the partnership to achieve (awareness / sales / sign-ups / content creation / event promotion)
|
||||
- **Influencer type / tier** — nano (1K–10K), micro (10K–100K), macro (100K–1M), mega/celebrity (1M+)
|
||||
- **Platform(s)** — Instagram, TikTok, YouTube, LinkedIn, X/Twitter, podcast
|
||||
- **Deliverables** — what content you need (e.g. 2 Instagram Reels, 1 Story, 1 TikTok video)
|
||||
- **Campaign dates** — start date, content deadlines, go-live window
|
||||
- **Budget range** — fee range, gifting, affiliate / commission structure
|
||||
- **Key messages** — what must the creator communicate?
|
||||
|
||||
## Output Structure
|
||||
|
||||
---
|
||||
|
||||
# Influencer Partnership Brief
|
||||
|
||||
**Campaign name:** [e.g. "Spring Launch — [Brand] x [Creator]"]
|
||||
**Brand:** [Brand name]
|
||||
**Campaign period:** [Start date → End date]
|
||||
**Brief date:** [Date]
|
||||
**Brand contact:** [Name, email, response time SLA]
|
||||
|
||||
---
|
||||
|
||||
## 1. Campaign Overview
|
||||
|
||||
**Why we're working with creators:**
|
||||
[2–3 sentences on the campaign context — product launch, seasonal push, brand awareness drive, community building. Explain why influencer marketing is the right channel for this goal.]
|
||||
|
||||
**Campaign goal:** [Single primary goal — e.g. "Drive 500 sign-ups to [product] from [creator]'s audience within 30 days of go-live"]
|
||||
|
||||
**Target audience:**
|
||||
- Who they are: [Age, gender, interests, platforms, mindset]
|
||||
- Why [creator]'s audience is the right fit: [Specific alignment — e.g. "Tech-curious professionals aged 25–40 who already use productivity tools"]
|
||||
|
||||
**Campaign type:**
|
||||
- [ ] Paid partnership (sponsored post / video)
|
||||
- [ ] Gifted / product collaboration
|
||||
- [ ] Affiliate / commission
|
||||
- [ ] Brand ambassador (ongoing)
|
||||
- [ ] Event / launch attendance
|
||||
- [ ] Co-created content
|
||||
|
||||
---
|
||||
|
||||
## 2. Creator Selection Rationale
|
||||
|
||||
*(Complete this section if the creator has already been selected)*
|
||||
|
||||
| Criteria | [Creator handle] | Why they're a fit |
|
||||
|---|---|---|
|
||||
| Follower count | [X] | [Context] |
|
||||
| Engagement rate | [X%] | [Above/at/below category average] |
|
||||
| Audience alignment | [Description] | [Overlap with target audience] |
|
||||
| Content style | [Description] | [Fit with brand tone] |
|
||||
| Past brand partnerships | [Yes/No] | [Relevant category experience] |
|
||||
| Exclusivity requirements | [Yes/No] | [Competitor conflicts?] |
|
||||
|
||||
---
|
||||
|
||||
## 3. Content Deliverables
|
||||
|
||||
Be specific. Ambiguity leads to reshoots and renegotiations.
|
||||
|
||||
| Deliverable | Platform | Format | Duration / specs | Deadline | Usage rights |
|
||||
|---|---|---|---|---|---|
|
||||
| [e.g. Primary hero video] | TikTok | Video | 30–60 sec, vertical 9:16 | [Date] | [Organic only / paid amplification / forever] |
|
||||
| [e.g. Story set] | Instagram | Story x3 | 15 sec each, link sticker | [Date] | [Organic only] |
|
||||
| [e.g. Reel] | Instagram | Reel | 15–30 sec, vertical | [Date] | [Paid amplification allowed for 30 days] |
|
||||
| [e.g. Long-form review] | YouTube | Video | 8–12 min, [product] featured from min 2 | [Date] | [Organic only] |
|
||||
|
||||
**Posting window:** Content must go live between [Date] and [Date]. Do not post during [blackout periods if any].
|
||||
|
||||
**Exclusivity:** Creator agrees not to post competing content for [X days] before and [X days] after campaign go-live.
|
||||
|
||||
---
|
||||
|
||||
## 4. Key Messages
|
||||
|
||||
**What the creator MUST communicate:**
|
||||
|
||||
✅ Must include:
|
||||
- [Message 1: e.g. "[Product name] is now available at [price / in [region]]"]
|
||||
- [Message 2: e.g. The specific problem [product] solves — [describe in plain language]]
|
||||
- [Message 3: e.g. The unique differentiator — [what makes it different from alternatives]]
|
||||
- [CTA: e.g. "Use code [CREATOR] for [X]% off" / "Link in bio to try free for 14 days"]
|
||||
|
||||
❌ Must NOT include:
|
||||
- [Restriction 1: e.g. Do not compare directly to [competitor name]]
|
||||
- [Restriction 2: e.g. Do not make unsubstantiated health or results claims]
|
||||
- [Restriction 3: e.g. Do not share pricing beyond the introductory offer]
|
||||
- [Restriction 4: e.g. Do not use the word "cheap" — use "accessible" or "great value"]
|
||||
|
||||
**Brand disclosure requirement:**
|
||||
All posts must include a paid partnership disclosure per [ASA / FTC / CAP Code] guidelines:
|
||||
- Instagram / TikTok: Use native "Paid Partnership" tag + "#ad" in caption
|
||||
- YouTube: Verbal disclosure in the first 30 seconds + description disclosure
|
||||
- "This video is sponsored by [Brand]" is acceptable
|
||||
|
||||
---
|
||||
|
||||
## 5. Creative Guidelines
|
||||
|
||||
**Tone of voice:**
|
||||
- [Your brand] sounds like: [e.g. "A knowledgeable friend — warm, direct, never corporate"]
|
||||
- [Your brand] does NOT sound like: [e.g. "A sales pitch, hype-driven, or try-hard"]
|
||||
- Creator's authentic voice is encouraged — the brief is a guide, not a script
|
||||
|
||||
**Visual guidelines:**
|
||||
- Brand colours (if shown): [Primary hex / description — e.g. "Navy #1A2B5C and white"]
|
||||
- Logo usage: [Not required in organic posts / required in pinned Stories / as overlay if using branded assets]
|
||||
- Product shot requirements: [e.g. Product must be clearly visible for minimum 5 seconds / in hands / in-use context only]
|
||||
- Setting: [e.g. Natural lifestyle setting preferred / office environment / no white studio backgrounds]
|
||||
- Avoid: [e.g. Clutter, competing products in frame, low lighting, filters that distort product colour]
|
||||
|
||||
**Script / storyline suggestions (creator's own words — these are starting points, not a script):**
|
||||
|
||||
Option A — Problem/Solution hook:
|
||||
> "I've been [doing thing that product solves] for years and it was always [pain point]. Then I found [product] and [specific outcome]. Here's how it works…"
|
||||
|
||||
Option B — Curiosity/Discovery hook:
|
||||
> "I got sent something I actually ended up using every day. [Product name]. And here's what surprised me about it…"
|
||||
|
||||
Option C — Social proof / endorsement:
|
||||
> "I know everyone says [category] tools are overhyped but [product] is genuinely different. The reason is [specific differentiator]…"
|
||||
|
||||
*The creator should use their own style and language — these are for inspiration only.*
|
||||
|
||||
---
|
||||
|
||||
## 6. Approval & Revision Process
|
||||
|
||||
**Pre-posting approval is required.** No content goes live without brand sign-off.
|
||||
|
||||
| Stage | Action required | Timeline | Contact |
|
||||
|---|---|---|---|
|
||||
| Script / treatment (if applicable) | Send for review | [X] days before shoot | [Brand contact name] |
|
||||
| Draft content (video / post) | Send for review | [X] working days before go-live | [Brand contact name] |
|
||||
| Brand feedback | Brands provide feedback | Within [X] working days | — |
|
||||
| Revisions | Creator amends (max [X] rounds) | Within [X] days of feedback | — |
|
||||
| Final approval | Brand sign-off | [X] days before go-live | — |
|
||||
|
||||
**Maximum revision rounds:** [X] rounds included in the fee. Additional rounds billed at [rate] or [approach].
|
||||
|
||||
**Feedback format:** [Brand] will provide written feedback via [email / shared doc]. Verbal feedback calls available on request.
|
||||
|
||||
---
|
||||
|
||||
## 7. Commercial Terms
|
||||
|
||||
| Term | Detail |
|
||||
|---|---|
|
||||
| Fee | [£/$/€ X] flat fee OR [rate per deliverable] |
|
||||
| Payment schedule | [50% on brief acceptance, 50% within 30 days of go-live] |
|
||||
| Affiliate / commission | [X% of sales via tracking link / code — paid monthly] |
|
||||
| Usage rights | [Organic social only / brand may amplify as paid ads / brand may repurpose in owned channels for X months] |
|
||||
| Exclusivity period | [X days pre-launch + X days post-launch — no direct competitor content] |
|
||||
| Gifted product | [List of products being gifted, approximate value] |
|
||||
| Contract | [Separate partnership agreement to follow / this brief serves as the agreement] |
|
||||
|
||||
---
|
||||
|
||||
## 8. Tracking & Measurement
|
||||
|
||||
How we'll measure success:
|
||||
|
||||
| KPI | Target | How measured |
|
||||
|---|---|---|
|
||||
| [Views / impressions] | [≥ X] | Platform analytics shared post-campaign |
|
||||
| [Engagement rate] | [≥ X%] | Platform analytics |
|
||||
| [Link clicks / swipe-ups] | [≥ X] | UTM link / affiliate link tracking |
|
||||
| [Conversions / sign-ups / sales] | [≥ X] | Promo code redemptions / UTM attribution |
|
||||
| [Reach / new audience] | [≥ X] | Platform analytics |
|
||||
|
||||
**Creator deliverables post-campaign:**
|
||||
- Provide screenshot or export of post analytics within [X] days of go-live
|
||||
- Share link to live content once posted
|
||||
- Notify brand contact immediately if post is removed or edited after approval
|
||||
|
||||
**Promo code / tracking link:**
|
||||
- Creator-specific code: [CODE] ([X]% off for creator's audience)
|
||||
- Tracking URL: [UTM link or affiliate URL]
|
||||
- Link placement: [Bio / pinned Story / video description]
|
||||
|
||||
---
|
||||
|
||||
## 9. Important Dates
|
||||
|
||||
| Milestone | Date |
|
||||
|---|---|
|
||||
| Brief sent to creator | [Date] |
|
||||
| Creator acceptance deadline | [Date] |
|
||||
| Contract signed | [Date] |
|
||||
| Product shipped / access provided | [Date] |
|
||||
| Draft content submitted to brand | [Date] |
|
||||
| Brand feedback returned | [Date] |
|
||||
| Final approval | [Date] |
|
||||
| Content go-live window | [Date → Date] |
|
||||
| Analytics report due from creator | [Date] |
|
||||
| Final payment | [Date] |
|
||||
|
||||
---
|
||||
|
||||
## 10. Useful Assets & Links
|
||||
|
||||
- Brand asset folder: [Link to Dropbox / Google Drive / Notion]
|
||||
- Product page / landing page: [URL]
|
||||
- Brand guidelines (if shared): [Link]
|
||||
- Previous campaign examples: [Links to past collab posts for style reference]
|
||||
- Brand contact: [Name, email, phone / WhatsApp for urgent queries]
|
||||
|
||||
---
|
||||
|
||||
## Quality Checks
|
||||
|
||||
- [ ] Deliverables are fully specified (platform, format, dimensions, duration, deadline)
|
||||
- [ ] Key messages include a specific, trackable CTA
|
||||
- [ ] Creative guidelines allow creative freedom while protecting brand
|
||||
- [ ] Approval process has clear timelines and named contacts
|
||||
- [ ] Commercial terms are complete — fee, payment schedule, usage rights, exclusivity
|
||||
- [ ] Tracking method is in place before campaign goes live
|
||||
- [ ] Disclosure requirements are clearly stated (FTC / ASA compliance)
|
||||
- [ ] Important dates include a buffer for revisions
|
||||
|
||||
## Example Trigger Phrases
|
||||
|
||||
- "Write an influencer brief for our product launch"
|
||||
- "Create a creator partnership brief for [campaign]"
|
||||
- "Draft a brief for a TikTok influencer collab"
|
||||
- "Build a paid partnership brief for [brand]"
|
||||
- "What should I include in an influencer campaign brief?"
|
||||
@@ -0,0 +1,328 @@
|
||||
---
|
||||
name: social-ad-campaign
|
||||
description: "Plan and write a paid social advertising campaign. Use when asked to build a paid social campaign, create Meta/LinkedIn/TikTok/X ad copy, define a social ad strategy, or plan an advertising funnel across social platforms. Produces a complete campaign plan with audience targeting, ad set structure, copy for each ad format, budget allocation, and measurement framework."
|
||||
---
|
||||
|
||||
# Social Ad Campaign Skill
|
||||
|
||||
This skill produces a complete paid social advertising campaign plan covering campaign objective, audience targeting, funnel structure, ad set architecture, ad copy and creative briefs for each format, budget allocation, bidding strategy, and a measurement framework. Output is ready for a media buyer, performance marketer, or social team to execute.
|
||||
|
||||
## Required Inputs
|
||||
|
||||
Ask the user for these if not provided:
|
||||
- **Brand / product name**
|
||||
- **Campaign objective** — what are you trying to achieve? (traffic / leads / conversions / brand awareness / app installs / video views / event promotion)
|
||||
- **Platform(s)** — Meta (Facebook/Instagram), LinkedIn, TikTok, X/Twitter, Pinterest, Snapchat
|
||||
- **Target audience** — who are you trying to reach? (demographics, interests, job titles, behaviours, lookalikes)
|
||||
- **Budget** — total campaign budget and timeframe (e.g. £5,000 over 4 weeks)
|
||||
- **Offer / landing page** — what is the ad driving to? (free trial, product page, lead form, event sign-up)
|
||||
- **Key message** — the single most important thing the ad must communicate
|
||||
|
||||
## Output Structure
|
||||
|
||||
---
|
||||
|
||||
# Paid Social Campaign Plan: [Brand] — [Campaign Name]
|
||||
|
||||
**Campaign objective:** [e.g. Lead generation — 200 qualified leads in 30 days]
|
||||
**Platform(s):** [e.g. Meta (Instagram + Facebook), LinkedIn]
|
||||
**Budget:** [£/$/€ X total over X weeks]
|
||||
**Campaign period:** [Start date → End date]
|
||||
**Owner:** [Media buyer / performance marketer / agency]
|
||||
**Date:** [Date]
|
||||
|
||||
---
|
||||
|
||||
## 1. Campaign Strategy Overview
|
||||
|
||||
**Why paid social for this objective:**
|
||||
[2–3 sentences justifying the platform and format choice for this specific goal and audience. E.g. "LinkedIn is the right channel for this B2B SaaS campaign — we can target by job title, company size, and seniority, ensuring budget reaches decision-makers, not browsers."]
|
||||
|
||||
**Funnel structure:**
|
||||
|
||||
| Stage | Objective | Audience | Budget allocation |
|
||||
|---|---|---|---|
|
||||
| **Top of funnel (TOFU)** | Awareness / reach | Cold audience — interest/behaviour targeting | [X%] |
|
||||
| **Middle of funnel (MOFU)** | Consideration / engagement | Warm audience — video viewers, page engagers, website visitors | [X%] |
|
||||
| **Bottom of funnel (BOFU)** | Conversion / lead | Hot audience — retargeting, custom audiences, lookalikes | [X%] |
|
||||
|
||||
---
|
||||
|
||||
## 2. Audience Targeting
|
||||
|
||||
### Audience 1: [Cold — Primary Target]
|
||||
|
||||
**Platform:** [Meta / LinkedIn / TikTok]
|
||||
**Audience size target:** [e.g. 500K–2M — broad enough to learn, narrow enough to be relevant]
|
||||
|
||||
| Targeting dimension | Settings |
|
||||
|---|---|
|
||||
| Location | [Country / region / city] |
|
||||
| Age | [e.g. 28–45] |
|
||||
| Gender | [All / specify if relevant] |
|
||||
| Interests / behaviours | [e.g. SaaS tools, productivity apps, small business owners] |
|
||||
| Job titles (LinkedIn) | [e.g. Head of Marketing, Marketing Director, CMO] |
|
||||
| Company size (LinkedIn) | [e.g. 50–500 employees] |
|
||||
| Industry (LinkedIn) | [e.g. Technology, Financial Services, Healthcare] |
|
||||
| Exclude | [e.g. Existing customers — upload suppression list] |
|
||||
|
||||
### Audience 2: [Warm — Engagement Retargeting]
|
||||
|
||||
**Platform:** [Meta]
|
||||
**Source:** People who engaged with content / visited website in last 30 days
|
||||
|
||||
| Signal | Action |
|
||||
|---|---|
|
||||
| Watched 50%+ of a video ad | Retarget with a case study or testimonial ad |
|
||||
| Visited product page but didn't convert | Retarget with a direct offer / free trial CTA |
|
||||
| Engaged with Instagram / Facebook page | Retarget with social proof ad |
|
||||
|
||||
### Audience 3: [Hot — Conversion Retargeting]
|
||||
|
||||
**Platform:** [Meta / LinkedIn]
|
||||
**Source:** Website visitors (last 7 days), abandoned cart, form started but not completed
|
||||
|
||||
**Retargeting message:** More direct. Address the specific action they took. Time-sensitive CTA.
|
||||
|
||||
### Audience 4: [Lookalike]
|
||||
|
||||
**Source:** [Existing customers / email list / best-converting website visitors]
|
||||
**Lookalike similarity:** [1%–3% (tight match) / 3%–10% (broader reach)]
|
||||
**Platform:** Meta
|
||||
|
||||
---
|
||||
|
||||
## 3. Campaign Structure
|
||||
|
||||
### Meta Campaign Architecture
|
||||
|
||||
```
|
||||
Campaign: [Campaign Name] — [Objective: Lead Generation / Traffic / Conversions]
|
||||
│
|
||||
├── Ad Set 1: TOFU — Cold Interests
|
||||
│ ├── Ad 1A: [Video ad — hook format]
|
||||
│ ├── Ad 1B: [Static image — benefit-led headline]
|
||||
│ └── Ad 1C: [Carousel — feature/use case showcase]
|
||||
│
|
||||
├── Ad Set 2: MOFU — Warm Retargeting (30-day engagers)
|
||||
│ ├── Ad 2A: [Social proof / testimonial]
|
||||
│ └── Ad 2B: [Case study / before & after]
|
||||
│
|
||||
└── Ad Set 3: BOFU — Hot Retargeting (7-day website visitors)
|
||||
├── Ad 3A: [Direct offer — free trial / discount / demo]
|
||||
└── Ad 3B: [Objection handling — FAQ / reassurance]
|
||||
```
|
||||
|
||||
### LinkedIn Campaign Architecture
|
||||
|
||||
```
|
||||
Campaign Group: [Campaign Name]
|
||||
│
|
||||
├── Campaign 1: [Job Title Targeting — Awareness]
|
||||
│ ├── Single Image Ad: [Thought leadership hook]
|
||||
│ └── Video Ad: [Problem/solution story]
|
||||
│
|
||||
├── Campaign 2: [Company Size + Industry — Consideration]
|
||||
│ ├── Single Image Ad: [Case study / proof point]
|
||||
│ └── Lead Gen Form: [Gated asset / webinar / demo]
|
||||
│
|
||||
└── Campaign 3: [Retargeting — Conversion]
|
||||
└── Sponsored Message / Lead Gen Form: [Direct CTA with personalisation]
|
||||
```
|
||||
|
||||
---
|
||||
|
||||
## 4. Ad Copy
|
||||
|
||||
### Format 1: Video Ad (15–30 seconds) — TOFU
|
||||
|
||||
**Hook (first 3 seconds — must stop the scroll):**
|
||||
> "[Pattern interrupt question or statement — e.g. 'Are you still doing [painful thing] manually?']"
|
||||
|
||||
**Core message (seconds 4–20):**
|
||||
> "[Agitate the problem → introduce the solution → show the specific outcome]"
|
||||
|
||||
**CTA (final 5 seconds):**
|
||||
> "[Clear, single action — e.g. 'Try free for 14 days — link in bio' / 'Get your demo today']"
|
||||
|
||||
**Visual direction:**
|
||||
- [e.g. Founder talking to camera in natural setting — authentic, not polished ad]
|
||||
- [e.g. Screen recording showing the product in use — show the outcome, not the feature]
|
||||
- [e.g. Customer testimonial — real person, real result, first-person story]
|
||||
|
||||
**Caption copy:**
|
||||
> [Headline — max 40 chars]
|
||||
> [Body copy — 1–3 sentences max]
|
||||
> [CTA button label: e.g. "Learn More" / "Sign Up" / "Get Started"]
|
||||
|
||||
---
|
||||
|
||||
### Format 2: Static Image Ad — TOFU/MOFU
|
||||
|
||||
**Ad variant A — Benefit-led headline:**
|
||||
|
||||
| Element | Copy |
|
||||
|---|---|
|
||||
| **Headline** | "[Single-sentence benefit statement — e.g. 'Cut reporting time by 80% with [Product]']" |
|
||||
| **Body copy** | "[Problem → solution in 2 sentences. Proof point if available.]" |
|
||||
| **CTA** | "Start free trial" / "Book a demo" / "Get 20% off" |
|
||||
| **Image** | [Product UI / result visual / human context shot — no stock photos of people in suits] |
|
||||
|
||||
**Ad variant B — Social proof headline:**
|
||||
|
||||
| Element | Copy |
|
||||
|---|---|
|
||||
| **Headline** | "['[Result] in [timeframe]' — real customer result, or '500+ teams use [Product] to...']" |
|
||||
| **Body copy** | "[Expand on the proof. 1–2 sentences. Add a second proof point if available.]" |
|
||||
| **CTA** | "See how it works" / "Try it free" |
|
||||
| **Image** | [Customer photo + quote overlay / logo wall / before/after data visual] |
|
||||
|
||||
**Ad variant C — Curiosity/question headline:**
|
||||
|
||||
| Element | Copy |
|
||||
|---|---|
|
||||
| **Headline** | "['[Common misconception or challenging question]' — e.g. 'What if [painful process] took 10 minutes, not 2 hours?']" |
|
||||
| **Body copy** | "[Answer the question → introduce product → specific outcome]" |
|
||||
| **CTA** | "Find out how" |
|
||||
|
||||
---
|
||||
|
||||
### Format 3: Carousel Ad — Features / Use Cases
|
||||
|
||||
**Headline (shown above carousel):** "[Problem-first statement or benefit hook]"
|
||||
|
||||
| Card # | Headline | Description | Image |
|
||||
|---|---|---|---|
|
||||
| Card 1 (hook) | "[Compelling hook — why this matters]" | "[1-sentence setup]" | [Eye-catching visual / stat] |
|
||||
| Card 2 | "[Use case / feature 1]" | "[Specific outcome this delivers]" | [Product UI or illustration] |
|
||||
| Card 3 | "[Use case / feature 2]" | "[Specific outcome this delivers]" | [Product UI or illustration] |
|
||||
| Card 4 | "[Use case / feature 3]" | "[Specific outcome this delivers]" | [Product UI or illustration] |
|
||||
| Card 5 (CTA card) | "[Strong CTA headline]" | "[Reinforce the offer / urgency]" | [CTA-focused visual / button] |
|
||||
|
||||
---
|
||||
|
||||
### Format 4: Lead Gen Form Ad (LinkedIn / Meta)
|
||||
|
||||
**Intro text (shown before form):**
|
||||
> "[1–2 sentences on what they'll get and why it's worth 60 seconds of their time]"
|
||||
|
||||
**Form headline:** "[Value-led headline — e.g. 'Get your free [asset] / Book your 20-min demo']"
|
||||
|
||||
**Form fields (keep to minimum — each extra field reduces conversion):**
|
||||
- First name
|
||||
- Work email
|
||||
- [One qualifying question — e.g. "Company size" / "Current tool used" / "Biggest challenge"]
|
||||
|
||||
**Privacy notice:** [Standard GDPR / CCPA compliance text — "By submitting, you agree to our Privacy Policy and may be contacted by [Brand] about relevant products and services."]
|
||||
|
||||
**Thank you message:**
|
||||
> "[What happens next — e.g. 'Thanks! You'll receive [asset] in your inbox within 5 minutes. Our team will be in touch within 1 business day.']"
|
||||
|
||||
---
|
||||
|
||||
### Format 5: Retargeting Ad — BOFU
|
||||
|
||||
**For website visitors (7 days) — direct offer:**
|
||||
> Headline: "[Specific nudge — e.g. 'Still thinking about [Product]? Here's 20% off to make the decision easier.']"
|
||||
> Body: "[Reinforce the primary benefit. Add urgency if genuine — e.g. 'Offer ends [date]'.]"
|
||||
> CTA: "Claim offer" / "Start free trial" / "Book demo"
|
||||
|
||||
**For video viewers (50%+) — social proof bridge:**
|
||||
> Headline: "[Continue the story — e.g. 'See what [50/100/500] teams achieved with [Product]']"
|
||||
> Body: "[Customer result quote or specific outcome. Bridge from awareness to consideration.]"
|
||||
> CTA: "Read the case study" / "See how it works"
|
||||
|
||||
---
|
||||
|
||||
## 5. Budget Allocation
|
||||
|
||||
**Total budget:** [£/$/€ X over X weeks]
|
||||
|
||||
| Ad Set | Stage | Budget | % of total | Expected CPM | Expected CPC | Expected conversions |
|
||||
|---|---|---|---|---|---|---|
|
||||
| Ad Set 1 — Cold interests | TOFU | [£X/week] | [X%] | [£X] | [£X] | [X leads / clicks] |
|
||||
| Ad Set 2 — Warm retargeting | MOFU | [£X/week] | [X%] | [£X] | [£X] | [X] |
|
||||
| Ad Set 3 — Hot retargeting | BOFU | [£X/week] | [X%] | [£X] | [£X] | [X] |
|
||||
| **Total** | — | [£X/week] | 100% | — | — | [X total] |
|
||||
|
||||
**Bidding strategy:**
|
||||
- TOFU: [Lowest cost / Maximum reach — optimise for video views or link clicks]
|
||||
- MOFU: [Lowest cost — optimise for landing page views or lead form opens]
|
||||
- BOFU: [Cost cap / Target cost — optimise for conversions or lead form submits]
|
||||
|
||||
**Budget reallocation rule:** After [7] days, pause ad sets with CPL > [£X]. Reallocate budget to best-performing ad sets. Review weekly.
|
||||
|
||||
---
|
||||
|
||||
## 6. Measurement Framework
|
||||
|
||||
**Primary KPI (tied to campaign objective):**
|
||||
|
||||
| KPI | Target | Why |
|
||||
|---|---|---|
|
||||
| [Cost per lead (CPL)] | [≤ £/$/€ X] | [Primary success metric — every pound spent measured against leads generated] |
|
||||
| [Conversion rate (ad → lead form)] | [≥ X%] | [Quality of targeting and ad relevance] |
|
||||
| [Total leads] | [≥ X in X weeks] | [Volume target] |
|
||||
|
||||
**Secondary metrics (optimisation signals):**
|
||||
|
||||
| Metric | Target | Action if off-target |
|
||||
|---|---|---|
|
||||
| CTR (click-through rate) | [≥ X%] | [Test new headlines / hook variations] |
|
||||
| CPM (cost per 1K impressions) | [≤ £/$/€ X] | [Broaden audience / test new placements] |
|
||||
| Video completion rate (if video) | [≥ X%] | [Test shorter video / stronger hook] |
|
||||
| Lead form completion rate | [≥ X%] | [Reduce form fields / test form intro copy] |
|
||||
| Lead-to-opportunity rate (post-campaign) | [≥ X%] | [Review lead quality — tighten audience targeting] |
|
||||
|
||||
**Reporting cadence:**
|
||||
- Daily: Check spend, CTR, and CPL — pause clearly underperforming ads
|
||||
- Weekly: Full performance review + budget reallocation decision
|
||||
- Campaign end: Final report with learnings for next campaign
|
||||
|
||||
**Attribution model:** [Last-click / 7-day click + 1-day view / data-driven (if volume sufficient)]
|
||||
|
||||
**Tracking setup checklist:**
|
||||
- [ ] Pixel / conversion API installed and verified on landing page
|
||||
- [ ] Conversion event firing correctly (lead form submit / purchase / sign-up)
|
||||
- [ ] UTM parameters set on all ad destination URLs
|
||||
- [ ] Lead form CRM integration tested
|
||||
- [ ] Lookalike audiences seeded from customer list upload
|
||||
|
||||
---
|
||||
|
||||
## 7. A/B Testing Plan
|
||||
|
||||
Run structured tests — change one variable at a time:
|
||||
|
||||
| Test # | Variable | Control | Variant | Success metric | Min budget to run |
|
||||
|---|---|---|---|---|---|
|
||||
| 1 | Hook / headline | [Current headline] | [Challenger headline] | CTR | [£X / 500 impressions] |
|
||||
| 2 | Creative format | Static image | Video | CPL | [£X / 1,000 impressions] |
|
||||
| 3 | CTA | "Learn More" | "Start free trial" | Conversion rate | [£X / 200 clicks] |
|
||||
| 4 | Audience | Interest-based | Lookalike 1% | CPL | [Equal budget split] |
|
||||
|
||||
**Testing rules:**
|
||||
- Run each test for minimum [7] days or [1,000 impressions] — whichever comes first
|
||||
- Change one variable at a time — never two in the same test
|
||||
- Document results and apply winning variant to all future campaigns
|
||||
|
||||
---
|
||||
|
||||
## Quality Checks
|
||||
|
||||
- [ ] Campaign objective is single and measurable — not "awareness and leads"
|
||||
- [ ] Full-funnel structure: TOFU, MOFU, and BOFU ad sets are separate
|
||||
- [ ] Each ad has a specific hook, benefit, and CTA — not generic copy
|
||||
- [ ] Ad copy has been tested against the "1-second scroll stop" rule — does the hook compel a pause?
|
||||
- [ ] Budget allocation reflects funnel logic — BOFU gets proportionally more per lead
|
||||
- [ ] Tracking setup checklist completed before campaign goes live
|
||||
- [ ] A/B test plan is in place — one variable per test, minimum budget defined
|
||||
- [ ] Retargeting suppression is set — existing customers excluded from acquisition campaigns
|
||||
|
||||
## Example Trigger Phrases
|
||||
|
||||
- "Plan a paid social campaign for [product launch]"
|
||||
- "Build Meta ad copy for our lead generation campaign"
|
||||
- "Create a LinkedIn ad campaign for [B2B SaaS product]"
|
||||
- "Write TikTok ad copy for [consumer brand]"
|
||||
- "Structure a paid social funnel for [offer]"
|
||||
@@ -0,0 +1,227 @@
|
||||
---
|
||||
name: social-media-audit
|
||||
description: "Audit an existing social media presence across all active platforms. Use when asked to review social media performance, analyse a brand's social presence, benchmark against competitors, or identify what's working and what isn't. Produces a scored audit with platform-by-platform analysis, content performance review, competitive benchmarking, and a prioritised action plan."
|
||||
---
|
||||
|
||||
# Social Media Audit Skill
|
||||
|
||||
This skill produces a comprehensive social media audit covering profile completeness, content performance, audience engagement, posting consistency, competitive position, and a prioritised improvement plan. Output is ready for a social media manager, marketing lead, or agency to act on immediately.
|
||||
|
||||
## Required Inputs
|
||||
|
||||
Ask the user for these if not provided:
|
||||
- **Brand / handle name** — which account(s) to audit
|
||||
- **Active platforms** — which social channels to include (LinkedIn, Instagram, X/Twitter, TikTok, YouTube, Facebook, etc.)
|
||||
- **Audit timeframe** — what period to review (e.g. last 90 days, last 6 months)
|
||||
- **Business goal** — what social media should be achieving (brand awareness / lead gen / community / sales)
|
||||
- **Competitor handles** — 2–3 competitors or benchmark accounts for comparison
|
||||
- **Available metrics** — follower count, average engagement rate, post frequency, reach, impressions (if the user has them)
|
||||
|
||||
## Output Structure
|
||||
|
||||
---
|
||||
|
||||
# Social Media Audit: [Brand Name]
|
||||
|
||||
**Audit period:** [e.g. Feb–Apr 2026]
|
||||
**Platforms audited:** [List]
|
||||
**Audited by:** [Name / role]
|
||||
**Date:** [Date]
|
||||
**Overall health score:** [X / 100]
|
||||
|
||||
---
|
||||
|
||||
## 1. Audit Summary — Health Score
|
||||
|
||||
Score each dimension out of 10. Weighted total = overall health score out of 100.
|
||||
|
||||
| Dimension | Weight | Score (/10) | Weighted Score | Assessment |
|
||||
|---|---|---|---|---|
|
||||
| Profile completeness & branding | 10% | [X] | [X] | [1-sentence note] |
|
||||
| Content quality & consistency | 25% | [X] | [X] | [1-sentence note] |
|
||||
| Audience engagement | 20% | [X] | [X] | [1-sentence note] |
|
||||
| Follower growth | 15% | [X] | [X] | [1-sentence note] |
|
||||
| Platform strategy fit | 15% | [X] | [X] | [1-sentence note] |
|
||||
| Competitive position | 15% | [X] | [X] | [1-sentence note] |
|
||||
| **Total** | 100% | — | **[X/100]** | [Overall verdict] |
|
||||
|
||||
**Overall verdict:** 🟢 Strong (80–100) / 🟡 Developing (60–79) / 🔴 Needs work (<60)
|
||||
|
||||
---
|
||||
|
||||
## 2. Platform-by-Platform Analysis
|
||||
|
||||
Repeat this section for each active platform:
|
||||
|
||||
### [Platform Name] — Score: [X/10]
|
||||
|
||||
**Profile health:**
|
||||
- Bio / description: [Clear and keyword-rich / generic / missing]
|
||||
- Profile photo / banner: [Professional / outdated / mismatched]
|
||||
- Link in bio / CTA: [Present and current / missing]
|
||||
- Pinned content: [Exists and strategic / outdated / none]
|
||||
- Contact info / location: [Complete / incomplete]
|
||||
|
||||
**Audience:**
|
||||
- Followers: [X]
|
||||
- Follower growth (audit period): [+X% / -X% / flat]
|
||||
- Follower quality: [Relevant audience / mixed / unclear]
|
||||
|
||||
**Content performance:**
|
||||
|
||||
| Metric | Your account | Benchmark / competitor | Gap |
|
||||
|---|---|---|---|
|
||||
| Posts per week | [X] | [X] | [+/- X] |
|
||||
| Average engagement rate | [X%] | [X%] | [+/- X%] |
|
||||
| Average reach per post | [X] | [X] | [+/- X] |
|
||||
| Top format by engagement | [e.g. carousel] | [e.g. video] | [Match / mismatch] |
|
||||
|
||||
**Content audit — what you posted:**
|
||||
|
||||
| Content type | % of posts | Avg engagement | Verdict |
|
||||
|---|---|---|---|
|
||||
| Educational / how-to | [X%] | [X%] | [Keep / scale / drop] |
|
||||
| Product / promotional | [X%] | [X%] | [Keep / scale / drop] |
|
||||
| Behind-the-scenes | [X%] | [X%] | [Keep / scale / drop] |
|
||||
| Social proof / testimonials | [X%] | [X%] | [Keep / scale / drop] |
|
||||
| Engagement bait / conversation starters | [X%] | [X%] | [Keep / scale / drop] |
|
||||
|
||||
**Top 3 performing posts:**
|
||||
1. [Post description + why it worked]
|
||||
2. [Post description + why it worked]
|
||||
3. [Post description + why it worked]
|
||||
|
||||
**Bottom 3 performing posts:**
|
||||
1. [Post description + why it underperformed]
|
||||
2. [Post description + why it underperformed]
|
||||
3. [Post description + why it underperformed]
|
||||
|
||||
**Posting patterns:**
|
||||
- Best performing days: [e.g. Tue, Thu]
|
||||
- Best performing times: [e.g. 08:00–10:00]
|
||||
- Actual posting pattern: [e.g. sporadic / daily / consistent]
|
||||
- Consistency score: [Consistent / irregular / sporadic]
|
||||
|
||||
**Platform verdict:** [2–3 sentences on what's working, what isn't, and the #1 change to make]
|
||||
|
||||
---
|
||||
|
||||
## 3. Competitive Benchmarking
|
||||
|
||||
Compare against 2–3 competitors or aspirational accounts:
|
||||
|
||||
| Metric | [Your brand] | [Competitor 1] | [Competitor 2] | [Competitor 3] |
|
||||
|---|---|---|---|---|
|
||||
| LinkedIn followers | | | | |
|
||||
| LinkedIn eng. rate | | | | |
|
||||
| Instagram followers | | | | |
|
||||
| Instagram eng. rate | | | | |
|
||||
| Post frequency (all platforms) | | | | |
|
||||
| Content formats used | | | | |
|
||||
| Top content theme | | | | |
|
||||
|
||||
**Competitive gaps:**
|
||||
- **Where you're ahead:** [Specific metrics or tactics where you outperform]
|
||||
- **Where you're behind:** [Specific gaps — follower count, engagement, content variety]
|
||||
- **Opportunities they're missing:** [Whitespace you could own]
|
||||
|
||||
**What competitors are doing well that you should steal (ethically):**
|
||||
1. [Tactic / format / approach]
|
||||
2. [Tactic / format / approach]
|
||||
3. [Tactic / format / approach]
|
||||
|
||||
---
|
||||
|
||||
## 4. Content Strategy Assessment
|
||||
|
||||
**Are you posting the right mix?**
|
||||
|
||||
| Principle | Met? | Evidence | Recommendation |
|
||||
|---|---|---|---|
|
||||
| 80/20 rule: audience value vs self-promotion | [Yes/No] | [X% promotional posts] | [...] |
|
||||
| Consistent content pillars | [Yes/No] | [Pillars identified or not] | [...] |
|
||||
| Format variety (not just text posts) | [Yes/No] | [Format breakdown] | [...] |
|
||||
| Regular engagement with audience | [Yes/No] | [Reply rate, comment engagement] | [...] |
|
||||
| SEO / discoverability in profiles and posts | [Yes/No] | [Keywords, hashtags used] | [...] |
|
||||
|
||||
**Content gaps identified:**
|
||||
- [Gap 1: e.g. No video content despite video outperforming text on Instagram]
|
||||
- [Gap 2: e.g. No customer stories or social proof]
|
||||
- [Gap 3: e.g. Hashtag strategy missing — no discoverability beyond existing followers]
|
||||
|
||||
---
|
||||
|
||||
## 5. Audience Insights
|
||||
|
||||
**Follower quality assessment:**
|
||||
- Do followers match the target audience? [Yes / Partially / No]
|
||||
- Signs of inorganic growth? [e.g. high follower count, very low engagement = possible bought followers]
|
||||
- Most engaged audience segments: [e.g. industry, role, geography if visible from analytics]
|
||||
|
||||
**Engagement quality:**
|
||||
- Comment sentiment: [Positive / Mixed / Negative / Sparse]
|
||||
- Are comments substantive or just emoji reactions? [Substantive / Surface-level]
|
||||
- Are you responding to comments? [Always / Sometimes / Rarely / Never]
|
||||
- DMs / direct inquiries from social: [High / Low / None tracked]
|
||||
|
||||
---
|
||||
|
||||
## 6. Prioritised Action Plan
|
||||
|
||||
Ranked by impact × effort:
|
||||
|
||||
### 🔴 Do immediately (this week)
|
||||
|
||||
| Action | Platform | Why | Expected impact |
|
||||
|---|---|---|---|
|
||||
| [e.g. Update LinkedIn bio with clear value prop and keywords] | LinkedIn | Profile discovery | Higher profile views |
|
||||
| [e.g. Pin best-performing post to top of profile] | Instagram | First impression | Higher follow rate |
|
||||
| [e.g. Add link in bio with UTM tracking] | All | Traffic attribution | Measurable ROI |
|
||||
|
||||
### 🟡 Do this month
|
||||
|
||||
| Action | Platform | Why | Expected impact |
|
||||
|---|---|---|---|
|
||||
| [e.g. Launch a weekly educational carousel series] | LinkedIn | Fills content gap, high engagement format | +X% engagement rate |
|
||||
| [e.g. Start responding to all comments within 24h] | All | Signals algorithm engagement | Improved reach |
|
||||
| [e.g. Test video format 2x per week] | Instagram / TikTok | Underutilised high-reach format | Follower growth |
|
||||
|
||||
### 🟢 Do this quarter
|
||||
|
||||
| Action | Platform | Why | Expected impact |
|
||||
|---|---|---|---|
|
||||
| [e.g. Define 3–5 content pillars and build a monthly calendar] | All | Strategic consistency | Compound growth |
|
||||
| [e.g. Run a hashtag audit — identify 15–20 relevant tags per platform] | Instagram / LinkedIn | Discoverability | Organic reach |
|
||||
| [e.g. Source 3 customer stories for social proof content] | All | Social proof pillar | Trust + conversion |
|
||||
|
||||
---
|
||||
|
||||
## 7. 30-Day Quick Win Plan
|
||||
|
||||
The fastest way to improve the score by 10+ points:
|
||||
|
||||
| Week | Priority action | Platform | Owner | Success metric |
|
||||
|---|---|---|---|---|
|
||||
| 1 | [e.g. Fix all profile gaps — bio, photo, CTA, pinned post] | All | [Name] | 100% profile completeness |
|
||||
| 2 | [e.g. Post 3x educational carousel / video this week] | LinkedIn / IG | [Name] | ≥X% engagement rate |
|
||||
| 3 | [e.g. Engage actively — comment on 10 accounts per day] | LinkedIn / IG | [Name] | +X new followers |
|
||||
| 4 | [e.g. Review analytics and double down on best format] | All | [Name] | Identify top performing format |
|
||||
|
||||
---
|
||||
|
||||
## Quality Checks
|
||||
|
||||
- [ ] Every platform scored against objective criteria, not guesswork
|
||||
- [ ] Competitive benchmarks use real data, not assumptions
|
||||
- [ ] Content audit covers actual post types posted, not idealised mix
|
||||
- [ ] Recommendations are specific and actionable — not "post more content"
|
||||
- [ ] Action plan is sequenced by impact × effort, not just effort
|
||||
- [ ] 30-day plan has named owners and measurable success metrics
|
||||
|
||||
## Example Trigger Phrases
|
||||
|
||||
- "Audit our social media presence"
|
||||
- "Review our Instagram and LinkedIn performance"
|
||||
- "How are we doing on social compared to competitors?"
|
||||
- "What's working and what isn't on our social channels?"
|
||||
- "Give me a social media health check for [brand]"
|
||||
@@ -0,0 +1,397 @@
|
||||
---
|
||||
name: viral-content-framework
|
||||
description: "Build a framework for creating shareable, high-reach social media content. Use when asked to plan viral content, develop a shareable content strategy, create a hook writing system, or build a repeatable process for content that gets shared. Produces a platform-specific viral content framework with hook formulas, content structures, shareability triggers, and a content testing system."
|
||||
---
|
||||
|
||||
# Viral Content Framework Skill
|
||||
|
||||
This skill produces a platform-specific framework for creating content that earns shares, saves, comments, and organic reach beyond your existing following. It covers the psychology of sharing, hook formulas, content structures that consistently perform, platform-specific formats, and a repeatable system for producing high-reach content. Output gives a content creator, social media manager, or marketer a structured process they can apply immediately.
|
||||
|
||||
## Required Inputs
|
||||
|
||||
Ask the user for these if not provided:
|
||||
- **Brand / creator name**
|
||||
- **Primary platform(s)** — where are you trying to build reach? (LinkedIn, TikTok, Instagram, X/Twitter, YouTube)
|
||||
- **Content niche / topic area** — what is the content about?
|
||||
- **Target audience** — who are you trying to reach and what do they care about?
|
||||
- **Content goal** — what should high-reach content achieve? (followers / brand awareness / inbound leads / community / sales)
|
||||
- **Current performance baseline** — roughly how many impressions / shares / saves does a typical post get today?
|
||||
|
||||
## Output Structure
|
||||
|
||||
---
|
||||
|
||||
# Viral Content Framework: [Brand / Creator Name]
|
||||
|
||||
**Platform(s):** [List]
|
||||
**Niche:** [Content topic area]
|
||||
**Audience:** [Target audience description]
|
||||
**Goal:** [What high-reach content should achieve]
|
||||
**Date:** [Date]
|
||||
|
||||
---
|
||||
|
||||
## 1. The Psychology of Sharing
|
||||
|
||||
Before tactics, understand why people share. Content goes viral when it triggers one or more of these sharing motivations:
|
||||
|
||||
| Motivation | What it means | How to trigger it |
|
||||
|---|---|---|
|
||||
| **Identity** | "Sharing this says something good about me" | Make the audience look smart, informed, or principled by sharing |
|
||||
| **Utility** | "This is so useful I'd be doing my friends a disservice not to share it" | Teach something actionable that produces an immediate result |
|
||||
| **Emotion** | "This made me feel something — I want others to feel it too" | Surprise, delight, inspiration, righteous anger, nostalgia |
|
||||
| **Tribe** | "My people need to see this" | Create content that speaks specifically to a tight community |
|
||||
| **Status** | "Being first to share this makes me look ahead of the curve" | Break news, contrarian takes, insider information |
|
||||
| **Validation** | "This is exactly what I've been thinking but couldn't articulate" | Voice what the audience already believes — be their spokesperson |
|
||||
|
||||
**For [brand/creator], the primary sharing motivation is:** [Choose 1–2 that fit the niche and audience]
|
||||
|
||||
---
|
||||
|
||||
## 2. The Virality Formula
|
||||
|
||||
High-reach content = **Strong hook × Valuable substance × Easy shareability**
|
||||
|
||||
All three must be present. Strong hooks that lead to thin content get clicks but not shares. Brilliant content with a weak hook never gets seen. Content that's hard to share (too long, too branded, too complex) dies at the save stage.
|
||||
|
||||
### Diagnosing your current content:
|
||||
|
||||
| Element | Strong | Weak | Fix |
|
||||
|---|---|---|---|
|
||||
| Hook (first line / first frame) | Stops scrolling immediately | Generic opening | Use hook formulas in Section 3 |
|
||||
| Substance | Actionable, specific, surprising | Vague, obvious, or filler | Apply content structures in Section 4 |
|
||||
| Shareability | Short enough to screenshot, save, or re-share | Too long, too branded, too complex | Trim to the essential value |
|
||||
|
||||
---
|
||||
|
||||
## 3. Hook Formulas That Work
|
||||
|
||||
The hook is everything. You have 1–3 seconds on TikTok/Instagram, 1 sentence on LinkedIn/X. Use these proven formulas:
|
||||
|
||||
### Formula 1: The Contrarian Statement
|
||||
*"[Widely believed thing] is wrong / a myth / overrated."*
|
||||
> Examples:
|
||||
> - "Posting every day on LinkedIn is killing your reach."
|
||||
> - "Consistency isn't the reason great creators grow. This is."
|
||||
> - "The best social media strategy doesn't start with content."
|
||||
|
||||
**Why it works:** Challenges existing beliefs → triggers curiosity + mild outrage = comments + shares
|
||||
|
||||
---
|
||||
|
||||
### Formula 2: The Specific Number / Result
|
||||
*"I [achieved specific result] in [specific timeframe]. Here's how."*
|
||||
> Examples:
|
||||
> - "I went from 0 to 10,000 LinkedIn followers in 6 months. Here's the exact system."
|
||||
> - "Our last post got 2.3M views. These are the 4 decisions that made it happen."
|
||||
> - "I reduced our content production time by 70% using this workflow."
|
||||
|
||||
**Why it works:** Specific numbers are credible. Credibility earns attention. "How" frames create utility.
|
||||
|
||||
---
|
||||
|
||||
### Formula 3: The Uncomfortable Truth
|
||||
*"Nobody wants to hear this, but [uncomfortable truth about your niche]."*
|
||||
> Examples:
|
||||
> - "Nobody wants to hear this, but most social media 'strategies' are just posting without a plan."
|
||||
> - "Your content isn't underperforming because of the algorithm. It's because of the hook."
|
||||
> - "If your product needs a social media strategy to sell, you may have a product problem."
|
||||
|
||||
**Why it works:** "Nobody wants to hear this" primes people to read it. Uncomfortable truths polarise → comments
|
||||
|
||||
---
|
||||
|
||||
### Formula 4: The Listicle Tease
|
||||
*"[X] things I wish someone had told me about [topic]."*
|
||||
> Examples:
|
||||
> - "5 things every social media manager knows that nobody talks about publicly."
|
||||
> - "8 LinkedIn hacks that took me 3 years to discover."
|
||||
> - "The 3 types of hooks that consistently outperform everything else."
|
||||
|
||||
**Why it works:** Implied exclusivity + easy to save and return to
|
||||
|
||||
---
|
||||
|
||||
### Formula 5: The Story Hook
|
||||
*"[Specific moment / scene / event that sets up a tension]."*
|
||||
> Examples:
|
||||
> - "At 11pm on a Sunday, our post started going viral. By Monday morning it had 500k views. Here's what we did wrong."
|
||||
> - "Six months ago I had 200 followers. I changed one thing. Now I have 40,000."
|
||||
> - "A customer tweeted something about us last week. I nearly deleted it. I didn't. Here's what happened."
|
||||
|
||||
**Why it works:** Stories create forward momentum — people read to find out what happens
|
||||
|
||||
---
|
||||
|
||||
### Formula 6: The Pattern Interrupt Question
|
||||
*"[Question that the audience has never been asked about a familiar topic]."*
|
||||
> Examples:
|
||||
> - "What's the real reason some posts go viral on command and others die quietly?"
|
||||
> - "If you had to teach someone to create shareable content in 10 minutes, what would you actually say?"
|
||||
> - "What would happen if you stopped posting for 30 days?"
|
||||
|
||||
**Why it works:** Unusual question about a familiar topic creates a "never thought about that" response
|
||||
|
||||
---
|
||||
|
||||
## 4. Content Structures That Perform
|
||||
|
||||
### Structure 1: The "Thread / Listicle" (LinkedIn, X/Twitter)
|
||||
|
||||
Best for: Education, frameworks, how-to content
|
||||
|
||||
```
|
||||
Hook: [Formula 1–6 above]
|
||||
↓
|
||||
Promise: "Here's what I'm going to share and why it matters to you."
|
||||
↓
|
||||
Point 1: [Specific, actionable, with an example]
|
||||
Point 2: [Specific, actionable, with an example]
|
||||
Point 3: [Specific, actionable, with an example]
|
||||
[...up to 7–10 points — stop when you run out of substance, not ideas]
|
||||
↓
|
||||
Summary: "The one thing to remember from all of this is: [distill to a single insight]"
|
||||
↓
|
||||
CTA: [Follow for more / save this / what would you add?]
|
||||
```
|
||||
|
||||
**Shareability trigger:** Utility — save to come back to. Comment-baiting summary.
|
||||
|
||||
---
|
||||
|
||||
### Structure 2: The "Before → After → Bridge" (All platforms)
|
||||
|
||||
Best for: Product/service showcases, transformations, case studies
|
||||
|
||||
```
|
||||
Hook: [The after — start with the impressive result]
|
||||
↓
|
||||
Before: "Here's what the situation looked like before: [specific, relatable pain]"
|
||||
↓
|
||||
After: "Here's what it looks like now: [specific, impressive outcome with numbers]"
|
||||
↓
|
||||
Bridge: "Here's exactly what changed between those two states: [the process / insight / tool]"
|
||||
↓
|
||||
CTA: [Try it / learn more / what's your 'before'?]
|
||||
```
|
||||
|
||||
**Shareability trigger:** Identity + utility — audience wants to share a transformation they aspire to
|
||||
|
||||
---
|
||||
|
||||
### Structure 3: The "Contrarian Deep Dive" (LinkedIn, X/Twitter, YouTube)
|
||||
|
||||
Best for: Building authority, thought leadership, engagement
|
||||
|
||||
```
|
||||
Hook: [Contrarian statement — Formula 1]
|
||||
↓
|
||||
Acknowledge the conventional wisdom: "Most people believe [X] because [reason]."
|
||||
↓
|
||||
Provide evidence against it: "But here's the data / experience / example that challenges it."
|
||||
↓
|
||||
Make the case: "What actually works is [Y], and here's why."
|
||||
↓
|
||||
Nuance (important): "To be fair, [X] works when [specific conditions]. But for [audience], [Y] is better."
|
||||
↓
|
||||
CTA: "Disagree? Tell me why ↓"
|
||||
```
|
||||
|
||||
**Shareability trigger:** Status + validation + tribe (people share things that represent their worldview)
|
||||
|
||||
---
|
||||
|
||||
### Structure 4: The "Story Arc" (TikTok, Instagram Reels, YouTube Shorts)
|
||||
|
||||
Best for: Video content, personal brand building
|
||||
|
||||
```
|
||||
Frame 1 (0–3 sec): Hook — [The punchline, result, or conflict stated upfront]
|
||||
Frame 2 (3–15 sec): Setup — [Who you are + what happened / the situation]
|
||||
Frame 3 (15–40 sec): Complication — [What went wrong / what the challenge was]
|
||||
Frame 4 (40–55 sec): Resolution — [What you did / what happened]
|
||||
Frame 5 (final 5 sec): CTA — [Follow for more / share if this happened to you / comment your take]
|
||||
```
|
||||
|
||||
**Shareability trigger:** Emotion — people share stories that resonate with an experience they've had
|
||||
|
||||
---
|
||||
|
||||
### Structure 5: The "Carousel / Slide Deck" (Instagram, LinkedIn)
|
||||
|
||||
Best for: How-to content, frameworks, comparisons, statistics
|
||||
|
||||
```
|
||||
Slide 1 (Cover): [Hook — compelling headline. Must earn the swipe.]
|
||||
Slide 2: [Context — why this matters. Set up the value.]
|
||||
Slides 3–7: [One insight per slide. Max 30 words + clear visual/diagram per slide.]
|
||||
Slide 8 (Summary): [The key takeaway distilled to one sentence.]
|
||||
Slide 9 (CTA): [Save this / follow / share / link in bio]
|
||||
```
|
||||
|
||||
**Shareability trigger:** Save rate. Carousels are the most-saved format on Instagram. Algorithm rewards saves.
|
||||
|
||||
---
|
||||
|
||||
## 5. Platform-Specific Playbook
|
||||
|
||||
### LinkedIn
|
||||
|
||||
**What goes viral on LinkedIn:**
|
||||
- Career advice that feels personally earned, not theoretical
|
||||
- Data + unexpected insight ("We analysed 100 LinkedIn posts and found...")
|
||||
- Contrarian takes on work, careers, or the professional world
|
||||
- Vulnerable, human moments (layoffs, failures, what you learned)
|
||||
- Tactical how-to posts with numbered lists
|
||||
|
||||
**Format priority:** Long-form text posts → carousels → video (in order of average reach)
|
||||
|
||||
**Algorithm signals that boost reach:** Comments > saves > reactions. Ask a question in the CTA.
|
||||
|
||||
**Posting time:** Tuesday–Thursday, 07:30–09:00 or 12:00–13:00 in your audience's timezone
|
||||
|
||||
**What kills LinkedIn reach:** Outbound links in the post body (add links in first comment instead), posting too frequently (3–5x/week max), vanity metrics in the hook
|
||||
|
||||
---
|
||||
|
||||
### TikTok
|
||||
|
||||
**What goes viral on TikTok:**
|
||||
- First 1–2 seconds must hook visually AND verbally
|
||||
- Relatability over polish — authentic > produced
|
||||
- Trending sounds / formats used with original content
|
||||
- "I can't believe they said that" or "I need to show this to [my person]" reaction content
|
||||
- Educational content that delivers value in under 60 seconds
|
||||
|
||||
**Format priority:** Trending sound duets/stitches → original POV → talking-head education
|
||||
|
||||
**Algorithm signals that boost reach:** Watch-through rate (% who watch the full video) is the #1 signal. Replays, shares, and comments follow.
|
||||
|
||||
**Hook principle:** Start mid-sentence. Start in the action. Never open with "Hey guys, today I'm going to..."
|
||||
|
||||
---
|
||||
|
||||
### Instagram
|
||||
|
||||
**What goes viral on Instagram:**
|
||||
- Carousels with a save-worthy framework or checklist (saves are the top signal)
|
||||
- Reels with a hook in the first frame (text overlay + visual hook simultaneously)
|
||||
- Before/after transformations (personal, product, design)
|
||||
- Content that makes people think "I need to send this to [specific person]"
|
||||
- Aesthetic content that people want on their feed
|
||||
|
||||
**Format priority:** Reels → carousels → static images (in order of current algorithm weighting)
|
||||
|
||||
**Algorithm signals that boost reach:** Saves > shares > comments > likes. Design for saves.
|
||||
|
||||
**Caption strategy:** Hook in the first line (shows before "more" truncation). Value in the body. CTA at the end.
|
||||
|
||||
---
|
||||
|
||||
### X / Twitter
|
||||
|
||||
**What goes viral on X:**
|
||||
- Strong opinion stated concisely (≤280 characters, no thread needed)
|
||||
- Data or insight that surprises the tech/media/culture audience
|
||||
- "This is the [most/best/funniest] [X] I've ever seen" amplification
|
||||
- Dunks on widely-held beliefs (with evidence)
|
||||
- Breaking news commentary that's faster than media
|
||||
|
||||
**Format priority:** Short opinion takes → threads → quote tweets with commentary
|
||||
|
||||
**Algorithm signals that boost reach:** Replies > retweets > likes. Controversy (civil) drives replies.
|
||||
|
||||
**Thread principle:** First tweet must work as a standalone — many people won't click "see more"
|
||||
|
||||
---
|
||||
|
||||
### YouTube (Shorts + Long-form)
|
||||
|
||||
**What goes viral — Shorts:**
|
||||
- Same TikTok principles apply
|
||||
- "Wait for it" content — builds to a payoff
|
||||
- Tutorial that delivers a result in under 60 seconds
|
||||
|
||||
**What goes viral — Long-form:**
|
||||
- High-retention opening: state the payoff in the first 30 seconds
|
||||
- Chapter markers for navigation (increases watch time)
|
||||
- Strong thumbnail + title pairing — the algorithm tests these against click-through rate
|
||||
|
||||
---
|
||||
|
||||
## 6. The Content Testing System
|
||||
|
||||
Virality is repeatable if you treat content creation as an experiment.
|
||||
|
||||
### Step 1: Create content batches
|
||||
|
||||
Produce 5–10 pieces per content type. Use a consistent structure with one variable changed per batch (hook type, format, topic angle).
|
||||
|
||||
### Step 2: Post and measure — the 48-hour signal
|
||||
|
||||
| Platform | 48-hour signal to watch | What it tells you |
|
||||
|---|---|---|
|
||||
| LinkedIn | Comments + saves in first 2 hours | Relevance to professional audience |
|
||||
| TikTok | Watch-through rate in first 24 hours | Hook and content quality |
|
||||
| Instagram | Saves rate per impression | "Worth returning to" value |
|
||||
| X/Twitter | Replies in first 4 hours | Resonance with the community |
|
||||
|
||||
### Step 3: Identify your "content codes"
|
||||
|
||||
After 30 days, review your top 5 performing posts and answer:
|
||||
- What format were they?
|
||||
- What hook formula?
|
||||
- What topic angle?
|
||||
- What content structure?
|
||||
- What time were they posted?
|
||||
|
||||
Your "content code" = the combination of these variables that consistently outperforms. Double down.
|
||||
|
||||
### Step 4: Scale what works
|
||||
|
||||
| Phase | Action |
|
||||
|---|---|
|
||||
| Week 1–4 | Test 2–3 hook formulas + 2–3 content structures. Post consistently. |
|
||||
| Month 2 | Identify top-performing patterns. Create 2x more of those. |
|
||||
| Month 3+ | 70% proven formats / 30% new experiments. Never stop testing the 30%. |
|
||||
|
||||
---
|
||||
|
||||
## 7. Content Bank — 30 Starter Ideas for [Niche]
|
||||
|
||||
Apply the hook formulas and content structures from above to these topic angles:
|
||||
|
||||
| # | Content angle | Hook formula | Structure | Format |
|
||||
|---|---|---|---|---|
|
||||
| 1 | [Common mistake in your niche] | Contrarian statement | Thread | LinkedIn / X |
|
||||
| 2 | [Counterintuitive insight you learned] | Uncomfortable truth | Thread | LinkedIn |
|
||||
| 3 | [A result you achieved + the process] | Specific number/result | Before→After→Bridge | All |
|
||||
| 4 | [A framework you use regularly] | Listicle tease | Carousel | Instagram / LinkedIn |
|
||||
| 5 | [An industry trend + your take] | Contrarian deep dive | Thread | LinkedIn / X |
|
||||
| 6 | [A story of failure + lesson] | Story hook | Story arc | TikTok / Reels |
|
||||
| 7 | [A tool/resource your audience would save] | Utility listicle | Carousel / list | Instagram / LinkedIn |
|
||||
| 8 | [A "what I wish I knew" post] | Listicle tease | Thread | LinkedIn |
|
||||
| 9 | [A behind-the-scenes process] | Pattern interrupt question | Video | TikTok / Reels |
|
||||
| 10 | [A reaction to industry news] | Contrarian statement | Thread | X / LinkedIn |
|
||||
|
||||
*[Generate 20 more ideas specific to the brand's niche here, using the same table format]*
|
||||
|
||||
---
|
||||
|
||||
## Quality Checks
|
||||
|
||||
- [ ] Every hook uses a proven formula — no generic openers like "Today I want to talk about..."
|
||||
- [ ] Content structure chosen matches the platform and goal (save-bait on IG, thread on LinkedIn)
|
||||
- [ ] Each piece of content has one clear shareability trigger identified
|
||||
- [ ] Platform-specific rules are applied (e.g. no outbound links in LinkedIn post body)
|
||||
- [ ] Content bank has enough variety to test multiple angles before doubling down
|
||||
- [ ] Testing system is set up — 48-hour signal tracked for every post
|
||||
- [ ] CTA asks for a specific action, not a generic "like and share"
|
||||
|
||||
## Example Trigger Phrases
|
||||
|
||||
- "Build a viral content framework for [brand / creator]"
|
||||
- "Help me create shareable content for [platform]"
|
||||
- "What makes content go viral on [LinkedIn / TikTok / Instagram]?"
|
||||
- "Give me hook formulas and content structures for [niche]"
|
||||
- "Build a repeatable system for creating high-reach content"
|
||||
Reference in New Issue
Block a user