borghei/social-media-manager
> pillars, editorial calendars, community engagement, and crisis response. Use when building social strategy, planning content calendars, or conducting social audits.
npx skills add https://github.com/borghei/Claude-Skills --skill social-media-managerCategory: Marketing
Tags: social media strategy, content calendar, community management, engagement, growth, social audit
Social Media Manager provides the strategic layer for building a sustainable social media presence that drives measurable business results. It covers platform selection, content architecture, community engagement, growth tactics, crisis response, and performance measurement. The emphasis is on doing 1-2 platforms exceptionally well rather than spreading thin across five.
This skill handles strategy and management. For writing individual social posts, use content-creator. For analyzing social performance data, use campaign-analytics.
Before building the strategy, confirm these inputs. If any is unknown or vague, ASK — do not assume:
Stop rule: ask only the 2-3 that most change the output. If the user says "just draft it," proceed and list your assumptions at the top of the artifact.
No social presence or starting a new platform. Define platform selection, content pillars, posting cadence, and 90-day growth plan.
Active presence that is underperforming. Analyze what is working, identify gaps, and rebuild the approach with data.
Growing presence that needs structure. Create content calendars, team workflows, approval processes, and measurement frameworks.
Choose platforms based on where your audience already is, not where you think you should be.
| Platform | Best For | Content Style | Cadence | Organic Reach |
|----------|----------|---------------|---------|---------------|
| LinkedIn | B2B, thought leadership, recruiting | Long-form posts, carousels, documents, video | 3-5x/week | High for personal, low for company pages |
| X (Twitter) | Tech, developer audiences, real-time | Short takes, threads, engagement, links | 1-3x/day | Low organic, high for threads |
| YouTube | Education, tutorials, long-form value | Videos (8-15 min), Shorts (<60s) | 1-2x/week | High (search-driven, evergreen) |
| Instagram | B2C, visual brands, lifestyle, recruiting | Reels, Stories, carousels | 4-7x/week | Medium (Reels preferred) |
| TikTok | Young audiences, viral, brand awareness | Short video, trends, authentic | 1-3x/day | Highest organic potential |
LinkedIn (B2B Priority)
X/Twitter (Tech/Developer)
YouTube (Evergreen)
Every social strategy needs 3-5 content pillars that balance value delivery with business outcomes.
| Pillar | Purpose | Target Mix | Examples |
|--------|---------|------------|---------|
| Educational | Teach audience something useful | 40% | How-tos, frameworks, tips, tutorials |
| Behind the Scenes | Build trust through transparency | 20% | Process, team stories, building in public |
| Social Proof | Demonstrate results and credibility | 15% | Case studies, testimonials, milestones |
| Engagement | Start conversations, build community | 15% | Questions, polls, hot takes, debates |
| Promotional | Drive business outcomes | 10% | Product features, launches, offers |
The 10% promotional cap is intentional. If your feed feels like an ad channel, people unfollow. Earn the right to promote by delivering value first.
One piece of content can feed 5-10 social posts:
Blog Post (1,500 words)
├── LinkedIn long-form post (key insight + personal take)
├── X/Twitter thread (5-7 tweets breaking down the framework)
├── LinkedIn carousel (visual summary of key points)
├── Instagram Reel / TikTok (30-second key takeaway)
├── YouTube Short (60-second explainer)
├── Quote graphics (2-3 pull quotes as images)
└── Newsletter excerpt (with link to full post)
| Day | Pillar | Format | Platform Focus |
|-----|--------|--------|---------------|
| Monday | Educational | Long post or thread | LinkedIn, X |
| Tuesday | Engagement | Question or poll | LinkedIn, X |
| Wednesday | Behind the Scenes | Photo, video, or story | LinkedIn, Instagram |
| Thursday | Educational | How-to or framework | LinkedIn, X, YouTube |
| Friday | Social Proof / Promo | Case study or feature | LinkedIn |
Week -1 (Friday, 30 min):
Plan next week's topics, assign to pillars
Week 0 (Monday, 2 hours):
Batch-create all 5 posts for the week
Schedule in tool (Buffer, Hootsuite, native scheduler)
Daily (15 min):
Reply to comments on own posts
Engage on 5-10 relevant posts from others
Monitor mentions and DMs
Week +1 (Friday, 30 min):
Review last week's analytics
Identify top performer, understand why
Adjust next week's plan based on data
When you run out of ideas, mine these sources:
| Source | Method | Example Output |
|--------|--------|---------------|
| Customer questions | Export support/sales FAQ | "The 5 questions every new customer asks" |
| Industry news | React to trends with your take | "Here's what [news] means for [your audience]" |
| Internal discussions | Turn Slack debates into content | "Our team disagreed on X. Here's what we learned" |
| Competitor content | Improve or counter their takes | "Everyone says X. Here's why that's wrong" |
| Analytics data | Share interesting findings | "We analyzed 10K [events]. Here's what surprised us" |
| Personal experience | Founder/team stories | "The mistake that almost killed our launch" |
For every post you publish, spend equal time engaging with others' content. Social media is bilateral -- broadcasting without engaging is advertising, not community.
| Scenario | Response Time | Approach |
|----------|-------------|----------|
| Product question | Under 2 hours (business hours) | Answer directly, link to docs if complex |
| Complaint (public) | Under 1 hour | Acknowledge publicly, resolve privately, follow up publicly |
| Praise | Within 4 hours | Thank them, amplify with reshare/quote |
| Feature request | Within 24 hours | Acknowledge, route to product team, set expectations |
| Troll | Ignore | Never engage unless spreading factually dangerous misinformation |
| Industry discussion | Within 4 hours | Add genuine value, share perspective, never self-promote |
| Influencer mention | Within 1 hour | Engage authentically, explore collaboration |
| Tactic | Platform | Effort | Impact |
|--------|----------|--------|--------|
| Host weekly X Spaces | X/Twitter | 1 hr/week | High (rapid follower growth) |
| Create a Discord/Slack community | Cross-platform | 5 hrs/week | Very High (owned audience) |
| Run a LinkedIn newsletter | LinkedIn | 2 hrs/week | High (email-like engagement) |
| Collaborate on content | Any | 2 hrs/piece | High (audience crossover) |
| Comment on industry leaders' posts | Any | 15 min/day | Medium (visibility) |
A social media crisis is any event that threatens your brand reputation and is spreading (or will spread) on social platforms. Examples: public customer complaint going viral, employee controversy, security breach, product failure affecting many users.
Communicate internally within 4 hours of a crisis becoming public. Employees should never learn about company news from social media.
Hour 0-1: Assess and Contain
1. Identify the scope: How many people are discussing this? Is it growing?
2. Stop scheduled posts (pause all scheduled content immediately)
3. Draft initial response (acknowledge, do not deflect)
4. Get approval from appropriate leader (CEO for major, CMO for minor)
Hour 1-4: Respond
5. Post initial response on the platform where the crisis is most visible
6. Communicate internally (all-hands email or Slack)
7. Brief customer support team on response guidelines
8. Monitor all channels for spread
Hour 4-24: Manage
9. Provide updates as new information becomes available
10. Respond to individual comments/questions
11. Prepare detailed response or blog post if needed
12. Document everything for post-mortem
What NOT to do:
| Metric | What It Measures | Target | Source |
|--------|-----------------|--------|--------|
| Engagement rate | Content resonance | >3% LinkedIn, >1% X, >2% Instagram | Platform analytics |
| Follower growth rate | Audience building momentum | >5% monthly | Week-over-week tracking |
| Click-through rate | Content driving action | >1% | UTM tracking |
| Share/save rate | Content worth keeping/spreading | Rising month-over-month | Platform analytics |
| Conversion rate | Social leading to business outcome | Depends on funnel | Attribution in GA4 |
SOCIAL MEDIA MONTHLY REPORT: [Month Year]
Audience Growth:
LinkedIn: [X] followers (+Y%)
X/Twitter: [X] followers (+Y%)
Total reach: [X] impressions
Content Performance:
Posts published: [X]
Average engagement rate: [X]%
Top performing post: [link] ([X] engagements)
Content pillar breakdown: Educational [X]%, BTS [X]%, Proof [X]%, Engagement [X]%, Promo [X]%
Business Impact:
Website clicks from social: [X]
Leads attributed to social: [X]
Notable conversations/DMs: [summary]
Next Month Focus:
- [Priority 1]
- [Priority 2]
- [Experiment to run]
| Format | Avg Engagement | Best Platform | Notes |
|--------|---------------|---------------|-------|
| Carousel / Document | 3-5x text post | LinkedIn | Swipeable, high dwell time |
| Thread | 2-3x single post | X/Twitter | Shows depth, bookmarkable |
| Short video (<60s) | 2-4x text post | All | Reels/Shorts algorithm boost |
| Poll | 3-5x text post | LinkedIn, X | Low-effort engagement |
| Personal story | 2-4x brand post | LinkedIn | Authenticity drives shares |
| Skill | Use When |
|-------|----------|
| content-creator | Writing individual social posts and brand voice |
| campaign-analytics | Analyzing social media performance data in depth |
| launch-strategy | Coordinating social media around product launches |
| email-sequence | Converting social followers to email subscribers |
| analytics-tracking | Setting up social media UTM tracking and attribution |
| Symptom | Likely Cause | Fix |
|---------|-------------|-----|
| Engagement rate below platform average | Content not resonating or weak hooks | Audit last 20 posts for patterns. Run social_audit_scorer.py. |
| Posting dropped below 3x/week | No batching system or content calendar | Use content_calendar_generator.py and batch-create weekly. |
| 100% promotional content | No pillar system | Shift to 90/10 value/promo split. Cap promotional at 10%. |
| No outbound engagement | Broadcasting without participating | Spend 15 min/day commenting on relevant posts. Social is bilateral. |
| Same format every post | Algorithm fatigue | Mix text, carousel, video, poll formats weekly. |
| Growing followers but flat engagement | Attracting but not resonating | Audit content pillars. Narrow topics to build deeper engagement. |
| Crisis going viral on social | No crisis protocol in place | Use the 4-hour rule: assess, pause scheduled posts, draft response, get approval. |
In Scope: Social media strategy, platform selection, content pillar design, editorial calendars, community engagement, crisis response, social audits, growth tactics, performance measurement.
Out of Scope: Writing individual posts (use social-content), paid social campaigns (use paid-ads), influencer management, social media tool administration.
scripts/social_audit_scorer.py)Scores social media profiles on profile completeness, content quality, and engagement health.
python scripts/social_audit_scorer.py audit_data.json
python scripts/social_audit_scorer.py --sample --json
scripts/content_calendar_generator.py)Generates structured content calendars with pillar assignments, format recommendations, and batch creation plans.
python scripts/content_calendar_generator.py --platform linkedin --weeks 4
python scripts/content_calendar_generator.py --platform instagram --weeks 4 --json
scripts/growth_tracker.py)Tracks follower growth, engagement trends, and content performance over time with projections.
python scripts/growth_tracker.py weekly_data.json
python scripts/growth_tracker.py --sample --json
Take borghei/social-media-manager from the repository into ~/.claude/skills for personal
use, or into .claude/skills inside a project.
The agent identifies a skill by the name field in its header. Two skills with the
same name cannot sit side by side — one of them will be ignored.