Social Media Operations Skill

Social Media Operations Skill

Step 0 (always first): Load brand context

Before producing any deliverable, look for a brand-context.md file in the user's project root (also check ./.claude/brand-context.md and ./docs/brand-context.md). It holds the company's ICP, positioning, messaging pillars, citable proof, voice, banned words, and compliance constraints.

• If it exists: read it in full and treat it as binding for this run. Hand its contents to every specialist agent you route work to, alongside the task brief. Its "Rules for agents reading this file" section overrides an agent's own defaults.
• If it does not exist: say so, point the user at the template (templates/brand-context.md), and offer to generate a filled draft by interviewing them or by reading their website and existing content. Then proceed with explicitly-labelled assumptions — never silently invented ones.

Non-negotiable regardless of which path applies: do not invent customer names, metrics, funding, integrations, certifications, or outcomes. Only proof recorded in brand-context.md (or supplied directly in the request) may be used as fact. Where a claim would help but no evidence exists, emit a [NEEDS INPUT: …] marker in the deliverable rather than a plausible-sounding guess.

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What This Is

The Social Media Operations skill coordinates a team of 8 specialist agents to build brand visibility, drive engagement, and establish authority across social platforms. From strategic LinkedIn thought leadership and community building to YouTube content production and influencer partnerships, this team executes across every major social channel. This skill enables you to leverage organic social as a sustainable acquisition and brand-building channel, reducing dependence on paid media.

The Team: 8 Specialist Agents

#	Agent	File	What They Do
1	LinkedIn Strategist	agents/social-linkedin-strategist.md	Develops LinkedIn strategy, creates content calendar, writes thought leadership posts, manages engagement, and builds company and employee presence. Designs the first-hour distribution window, and owns the subscription surfaces that compound — whether to run a LinkedIn newsletter and how to scope it (the scope and the subscribers cannot be merged later), LinkedIn Events and the three permissions one Event produces (viewed / registered / marketing-consented), and Live eligibility checked in the planning window rather than launch week. Identifies influencer targets and partnership opportunities.
2	Twitter/X Strategist	agents/social-twitter-strategist.md	Manages Twitter/X brand presence, creates daily tweet content, builds industry conversations, engages with communities, and identifies viral opportunities. Handles both brand and executive accounts.
3	YouTube Producer	agents/social-youtube-producer.md	Plans YouTube content strategy, creates video scripts, outlines production workflows, manages video SEO, and builds subscriber growth. Handles long-form and short-form video (Shorts).
4	Reddit Specialist	agents/social-reddit-specialist.md	Identifies relevant subreddits, engages authentically in communities, answers questions, shares expertise, and develops soft-sell participation strategy. Prevents spamming while building credibility. Also owns Quora answering, decided per engine (Google AI Overviews cite Quora; ChatGPT and Perplexity largely do not).
5	Community Builder	agents/social-community-builder.md	Develops community strategy, moderates discussions, identifies community leaders, enables user-generated content, and transforms followers into advocates. Manages Discord, Slack communities, forums. Also holds the account estate: the register of who can post or administer every company social account and community workspace, two people able to reach the top role on every surface, recovery email/phone and MFA held by the company, the social step in every departure (ownership transferred before any account is deleted), and a risk-tiered publishing gate with a tested pause switch.
6	Influencer Partnership Manager	agents/social-influencer-partnerships.md	Identifies relevant creators and verifies their audience before you pay for it — median engagement rather than the quoted mean, comment substance, inflated or pod-driven engagement, sponsored-post history. Structures and negotiates the deal (flat fee vs. per-qualified-click, with the qualified click defined in writing), operates the FTC disclosure and post-publication monitoring the advertiser is liable for, and tracks partnership performance in pipeline.
7	Podcast & Audio Strategist	agents/social-podcast-strategist.md	Decides whether the company should run a show at all, builds the guest list as an account plan, books the guest tour on other people's shows and qualifies each one on public evidence (RSS feed, guest history, review wall, IAB certification, Listen Score) rather than self-reported downloads, produces proofread transcripts and show notes, and holds the rights, consent and FTC disclosure register. Measures pipeline, never downloads.
8	Social Listening Analyst	agents/social-listening-analyst.md	Runs social listening as a measurement instrument, not a mention feed: a query book where every query passes a precision check before it goes live, a coverage map that states which platforms and private channels the tooling cannot see (and re-checks platform access such as the post-CrowdTangle Meta Content Library and Reddit's Data API approval), automated sentiment validated against a hand-coded sample, social share of voice with its competitor set, source set, unit and window written down, alert thresholds set against each query's own baseline, and a routing table that sends every signal (crisis, competitor, buyer language, public buying intent) to the one agent who acts on it. Detects and routes; never replies or pitches.

How to Use

Routing User Requests

LinkedIn Strategy & Content

• "Build our LinkedIn presence from scratch" → LinkedIn Strategist
• "Create a 90-day LinkedIn content calendar" → LinkedIn Strategist
• "Develop thought leadership positioning for our CEO" → LinkedIn Strategist
• "How do we get our employees sharing company content?" → LinkedIn Strategist (employee advocacy)
• "Our LinkedIn engagement is flat—how do we grow?" → LinkedIn Strategist
• "Identify LinkedIn influencers in [industry]" → LinkedIn Strategist
• "Should we start a LinkedIn newsletter, and what should it cover?" → LinkedIn Strategist (scope it before the first edition — newsletters cannot be merged and subscribers cannot be transferred)
• "Set up a LinkedIn Event and capture registrations" → LinkedIn Strategist (the registration form cannot be changed once the Event begins; the webinar program itself is events-field-marketing-strategist)
• "Can we go live on LinkedIn for the launch?" → LinkedIn Strategist (eligibility criteria, checked in the planning window)
• "We have LinkedIn Event registrants — can we email them?" → LinkedIn Strategist (only those who ticked the marketing-consent checkbox; routing and CRM mapping with analytics-marketing-ops-architect)

Twitter/X Presence & Engagement

• "Build our brand presence on Twitter/X" → Twitter Strategist
• "Create daily Twitter content for our executives" → Twitter Strategist
• "Develop a Twitter engagement strategy for real-time conversations" → Twitter Strategist
• "What should we tweet about trending topics?" → Twitter Strategist
• "Analyze Twitter conversations in [industry/topic]" → Twitter Strategist

YouTube Content & Growth

• "Develop a YouTube content strategy for [topic]" → YouTube Producer
• "Create scripts for product demo videos" → YouTube Producer
• "Build a channel from 0 subscribers to [target]" → YouTube Producer
• "Develop YouTube Shorts strategy for short-form content" → YouTube Producer
• "Optimize our existing videos for discovery and retention" → YouTube Producer

Reddit & Niche Communities

• "Where should we participate on Reddit?" → Reddit Specialist
• "How do we authentically engage in [subreddit]" → Reddit Specialist
• "Build credibility and share expertise on Reddit" → Reddit Specialist
• "Develop strategy for [industry/product-specific communities]" → Reddit Specialist
• "Should we answer questions on Quora?" → Reddit Specialist

Community Building

• "Create a community for our customers/advocates" → Community Builder
• "Grow our Discord/Slack community engagement" → Community Builder
• "Identify and empower community champions/advocates" → Community Builder
• "Develop user-generated content strategy" → Community Builder
• "Turn customers into active community members" → Community Builder
• "The person who ran our social accounts left — who has access now?" / "we're locked out of our LinkedIn Page" → Community Builder (the account register; LinkedIn, Slack and YouTube each handle a missing owner differently)
• "Set up an approval workflow for social posts" / "who can pause every scheduled post?" → Community Builder (risk-tiered publishing gate and pause switch; the pile-on response itself is Twitter Strategist, crisis content comms-pr-strategist)

Influencer Partnerships

• "Identify influencers in [industry/niche]" → Influencer Partnership Manager
• "Develop partnership strategy with [influencer name]" → Influencer Partnership Manager
• "Create influencer marketing campaign" → Influencer Partnership Manager
• "Manage ongoing influencer relationships" → Influencer Partnership Manager
• "Is this creator's engagement real?" / "vet this influencer before we pay them" → Influencer Partnership Manager (median-vs-mean read, comment grading, engagement pods, 16 CFR § 465.8)
• "Should we pay this creator a flat fee or per click?" → Influencer Partnership Manager (message vs. pipeline, written qualified-click definition, cap and shared report)
• "Do we have to disclose a paid creator post, and who is liable?" → Influencer Partnership Manager (16 CFR § 255.1(d) — the advertiser is, and must monitor compliance)

Podcast & Audio

• "Should we start a podcast?" → Podcast & Audio Strategist (the go/no-go comes first)
• "Our podcast stalled after 8 episodes—what went wrong?" → Podcast & Audio Strategist
• "Who should we book as guests?" → Podcast & Audio Strategist (guest list as account plan)
• "Get me booked on podcasts our buyers listen to" → Podcast & Audio Strategist (guest tour)
• "How do we know if this podcast actually has listeners?" / "the host claims 50k downloads — do we believe it?" → Podcast & Audio Strategist (four evidence classes; composition is decided on the public record alone)
• "Is this show worth appearing on?" → Podcast & Audio Strategist (the guest history is the read; a paid placement goes to Sponsorship & Syndication Buyer instead)
• "Write show notes and clean up this episode transcript" → Podcast & Audio Strategist
• "How do we measure whether the podcast is working?" → Podcast & Audio Strategist (never downloads)
• "Do we have to disclose that we paid for this guest spot?" → Podcast & Audio Strategist (16 CFR § 255.5), with the legal verdict from Legal Compliance Officer

Social Listening & Share of Voice

• "What are people saying about us?" / "Set up brand monitoring" → Social Listening Analyst (the coverage map comes first: what the tooling can and cannot see)
• "What's our share of voice against competitors on social?" → Social Listening Analyst (written denominator; press share of voice stays with PR Strategist)
• "Is our sentiment dashboard right?" → Social Listening Analyst (hand-coded validation sample and agreement rate)
• "Our mentions spiked—should we worry?" → Social Listening Analyst (baseline-derived thresholds; Tier 1 pages the crisis owner in comms-pr-strategist)
• "Someone on Reddit is asking for a tool like ours" → Social Listening Analyst routes it; the reply decision belongs to Reddit Specialist
• "Mine social comments for how buyers describe the problem" → Social Listening Analyst (verbatim quotes, dated and linked, routed to pmm-messaging-architect)

Integrated Social Campaigns

• "Build coordinated social strategy across all channels" → All agents coordinate
• "Launch a product launch campaign across social" → All agents contribute
• "Scale our organic social presence" → All agents collaborate

Execution Model

Phase 1: Audit & Strategy

1. Platform Audit

   • Evaluate current presence on each platform (followers, engagement, posting frequency)
   • Analyze audience composition and demographics
   • Identify content gaps vs. competitors
   • Document current reputation and sentiment

2. Competitive Benchmarking

   • LinkedIn Strategist: Analyze 5-10 competitors' LinkedIn strategies
   • Twitter Strategist: Benchmark Twitter presence and engagement
   • YouTube Producer: Audit competitor YouTube channels
   • Identify what's working, messaging angles, content types

3. Audience & Persona Definition

   • Define primary personas and their social media habits
   • Map platforms to personas (LinkedIn vs. Twitter vs. Reddit by audience)
   • Identify where target audience spends time and what content resonates
   • Assess community opportunities (subreddits, forums, Facebook groups)

4. Strategic Goals & KPIs

   • Brand awareness: Reach, impressions, follower growth
   • Engagement: Likes, comments, shares, saves per post
   • Traffic: Clicks to website, landing pages
   • Conversion: Sign-ups, trials, demos from social links
   • Reputation: Sentiment, share of voice, thought leadership positioning

Phase 2: Content Strategy & Planning

1. LinkedIn Strategy

   • LinkedIn Strategist: Develop 90-day content calendar
   • Content mix: 40% thought leadership, 30% industry insights, 20% company culture, 10% company updates
   • Pillar topics (monthly themes) and supporting content
   • Employee advocacy program: Identify and enable employees to share
   • Engagement playbook: How/when to comment and engage

2. Twitter/X Strategy

   • Twitter Strategist: Define brand voice (witty, authoritative, conversational)
   • Tweet cadence (2-5 tweets per day)
   • Content mix: Industry commentary, product updates, humor, retweets/engagement
   • Identify Twitter conversations and trending topics to monitor
   • Thread strategy for longer-form content
   • Executive account strategy (if applicable)

3. YouTube Strategy

   • YouTube Producer: Define channel niche and audience
   • Content pillars (3-5 main topics)
   • Upload schedule (1-2x per week minimum for growth)
   • Mix: Educational, product demos, customer stories, behind-the-scenes
   • Playlist strategy for organizing content
   • Community tab strategy for engagement

4. Reddit & Community Strategy

   • Reddit Specialist: Identify 5-10 relevant subreddits
   • Map which team members will participate
   • Participation guidelines (authentic, no spam, provide value first)
   • Community Builder: Develop strategy for owned communities

5. Influencer Strategy

   • Influencer Partnership Manager: Identify 10-20 relevant influencers
   • Partnership types: Content collaboration, brand ambassadors, paid promotion
   • Outreach strategy and timeline

Phase 3: Content Production & Launch

1. Content Creation

   • LinkedIn Strategist: Write 20+ LinkedIn posts for content calendar
   • Twitter Strategist: Create tweet templates and specific tweets
   • YouTube Producer: Produce/script video content
   • Community Builder: Create discussion prompts and community guidelines
   • Influencer Manager: Coordinate with partners on content

2. Platform Setup & Optimization

   • All strategists: Complete platform bios, links, keywords
   • LinkedIn: Profile optimization, company page setup
   • Twitter: Pinned tweet, header image, link in bio
   • YouTube: Channel branding, playlists, featured content
   • Community platforms: Moderation setup, guidelines, welcome flows

3. Posting & Engagement Launch

   • LinkedIn Strategist: Begin posting schedule, engage with audience
   • Twitter Strategist: Activate daily tweet schedule and real-time engagement
   • YouTube Producer: Upload first batch of videos with proper optimization
   • Reddit Specialist: Begin authentic participation
   • Community Builder: Activate owned community, seed initial discussions

4. Employee Advocacy Program

   • LinkedIn Strategist: Recruit 5-10 employees to share content
   • Provide easy sharing tools and pre-written content
   • Create company content employees can reshare
   • Track shares and engagement

Phase 4: Optimization & Growth

1. Daily Engagement

   • LinkedIn Strategist: Engage with comments, reply to messages
   • Twitter Strategist: Monitor mentions, respond to conversations
   • YouTube Producer: Respond to comments, engage with community
   • Reddit Specialist: Answer questions, provide value, build credibility
   • Community Builder: Moderate discussions, welcome new members

2. Content Performance Analysis

   • Weekly: Which posts drive most engagement, clicks, conversions
   • Monthly: Identify high-performing content themes and formats
   • Test variations: Headlines, posting times, content formats
   • Adjust calendar based on what's working

3. Growth Initiatives

   • LinkedIn Strategist: Expand employee advocacy, identify LinkedIn collaborations
   • Twitter Strategist: Launch Twitter Spaces, participate in conversations, build following
   • YouTube Producer: Optimize video SEO, develop series, collaborate with other creators
   • Reddit Specialist: Build reputation, answer increasingly complex questions
   • Community Builder: Recruit community leaders, enable UGC
   • Influencer Manager: Launch paid collaborations, measure performance

4. Paid Amplification

   • LinkedIn ads to amplify top-performing organic content
   • Twitter ads for specific campaigns or announcements
   • YouTube pre-rolls for related videos
   • Social ads to drive traffic to key content/landing pages

Specialized Scenarios

Product Launch Across Social

1. LinkedIn Strategist: Thought leadership positioning, CEO announcement
2. Twitter Strategist: Real-time coverage, live tweets, thread about launch
3. YouTube Producer: Product demo videos, launch celebration
4. Reddit Specialist: Participate in relevant communities, share authentic value
5. Community Builder: Showcase product in owned community, get feedback
6. Influencer Manager: Coordinate influencer announcements and reviews

Thought Leadership Program

1. LinkedIn Strategist: Develop CEO/executive positioning strategy
2. Twitter Strategist: Create executive Twitter presence
3. YouTube Producer: Executive interviews or commentary videos
4. All agents: Identify thought leadership topics for each platform
5. Influencer Manager: Collaborate with external voices for added credibility

Building from Zero Followers

1. Audit and align with company objectives and brand
2. Start with consistent content delivery (daily Twitter, 2x/week LinkedIn, 1x/week YouTube)
3. Engage heavily in other accounts and communities (establish credibility)
4. Leverage employee networks to bootstrap initial followers
5. Collaborations with complementary brands/influencers
6. Expect 6-12 months of patient consistent work before significant traction

Managing PR Crisis or Negative Sentiment

1. Listening: Social Listening Analyst runs the Tier 1 alert and states what the listening can and cannot see; comms-pr-strategist owns the response
2. Response strategy: Determine appropriate platforms and tone
3. Coordination: Align messaging across all channels
4. Transparency: Address concerns authentically and quickly
5. Forward narrative: Move conversation toward positive story

Output Standards

Quality Requirements

Content Quality

• Writing: Professional, error-free, aligned to brand voice
• Authenticity: Real opinions and insights, not overly promotional
• Engagement: Questions, CTAs, and invitations to participate
• Visual consistency: On-brand imagery, consistent formatting
• Timeliness: Posted at optimal times for audience engagement

LinkedIn Standards

• Posts: 5-10 line LinkedIn articles (longer-form) or 1-3 sentence posts (short-form)
• Hashtag strategy: 3-5 relevant hashtags per post
• Engagement: Comment on 5-10 relevant posts daily
• Connection growth: 10-50 relevant connections per week
• Monthly engagement rate: 2-5% (comments, likes, shares relative to followers)

Twitter/X Standards

• Tweets: Original daily tweets plus retweets/replies
• Brevity: Concise, punchy, under 280 characters (or short threads)
• Engagement: Reply to 5-10 relevant tweets daily
• Conversations: Participate in trending/relevant topics
• Follower growth: 50-200 new followers per month (organic)
• Engagement rate: 1-3% (likes, retweets, replies relative to impressions)

YouTube Standards

• Video quality: Professional production (clear audio, proper lighting)
• Frequency: 1-2 videos per week minimum for growth
• Length: Long-form (10+ minutes for discovery), Shorts (15-60 seconds)
• Optimization: Keyword-rich titles, descriptions, tags
• Engagement: Respond to comments within 24 hours
• Playlist strategy: Organize content for series and related watching
• CTAs: Links to website, landing pages, or next content piece
• Subscriber growth: 50-200 new subscribers per month (mature channels)

Community Standards

• Authenticity: Honest participation, provide value before any ask
• Moderation: Professional tone, remove spam, welcome new members
• Participation: 5-10 quality contributions per week per community
• Trust building: Answer questions, share expertise, build reputation
• Guidelines: Clear community rules and moderation approach
• Activity: Regular discussions and engagement from community

Influencer Partnerships

• Authentic fit: Influencer audience aligns with target market
• Disclosure: Clear sponsorship/partnership disclosure per FTC guidelines
• Content quality: Co-created content meets brand and influencer standards
• Performance tracking: Clicks, conversions, sentiment measured
• Relationship: Professional communication and mutual respect

Performance Baselines (B2B SaaS)

LinkedIn Growth

• Company followers: 100-500 per month (depending on company size and industry)
• Post engagement rate: 2-5% (likes, comments, shares)
• Thought leadership posts: 10-20% engagement rate (higher than promotional)
• Employee shares: 3-5x amplification of reach vs. company-only posting
• LinkedIn traffic: 10-30% of total organic traffic (mature programs)

Twitter/X Growth

• Followers: 50-200 per month (organic, depends on niche and activity)
• Tweet engagement rate: 1-3% (retweets, likes, replies)
• Trending topics: 5-10 participations per month
• Impressions per tweet: 500-2,000 (varies by follower count and engagement)
• Click-through rate: 1-3% to website or landing pages

YouTube Growth

• Subscribers: 50-300 per month (highly variable, depends on niche)
• Watch time: 4,000+ hours per year (monetization threshold)
• View duration: 40%+ of video length (indicator of quality content)
• Click-through rate: 2-5% (on CTAs and links)
• Playlist completion rate: 40-60% (series engagement)

Reddit Participation

• Karma accumulation: 1,000-5,000 per month (community-dependent)
• Upvotes per comment: 10-50 (depends on relevance and subreddit)
• Post participation: 5-10 substantive contributions per week
• Community perception: Helpful, authoritative, non-spammy
• Soft conversion: 1-5% of engaged Redditors visiting website/free trial

Community Metrics

• Monthly active members: 5-20% of total members
• Discussion threads: 2-4 per week
• User-generated content: 10-30% of total content
• Community sentiment: Positive tone, helpful culture
• Retention: 30-50% of members active after 3 months

Key Metrics by Platform

LinkedIn

• Profile completeness: 100%
• Follower growth rate: 10-30% month-over-month
• Post engagement rate: 2-5%
• Click-through rate to website: 1-2%
• Employee advocacy reach: 3-5x company reach

Twitter

• Follower growth: 50-200 per month
• Tweet engagement rate: 1-3%
• Tweet impressions: 500-2,000 per post
• Retweet rate: 5-10% of impressions
• Click rate: 1-3% of impressions

YouTube

• Subscriber growth: 50-300 per month
• Watch time: 100+ hours per month (baseline)
• Average view duration: 40-60% of video length
• Click-through rate: 2-5%
• Playlist completion: 40-60%

Reddit

• Comment upvotes: 10-50 per contribution
• Karma: 1,000-5,000 per month
• Perceived credibility: High (based on comment quality)
• Referral traffic: 2-5% of total visits

Handoff & Deliverables

LinkedIn Strategy

• 90-day content calendar with specific post topics
• 20+ pre-written LinkedIn posts
• Employee advocacy program playbook
• Engagement strategy and comment templates
• Competitor analysis and positioning recommendations

Twitter Strategy

• Daily tweet templates and content ideas
• Tweet calendar for month 1
• Conversation topics and monitoring keywords
• Profile optimization (bio, header, pinned tweet)
• Twitter Spaces strategy (if applicable)

YouTube Strategy

• Channel branding guidelines and assets
• 12+ video scripts/outlines
• Video SEO guidelines and keyword research
• Upload schedule and playlist strategy
• YouTube Shorts strategy

Community Strategy

• Subreddit selection and participation guide
• Community guidelines and moderation playbook
• 20+ authentic discussion ideas for Reddit
• Owned community platform setup and guidelines
• Discord/Slack strategy (if applicable)

Influencer Program

• 10-20 identified influencers with research
• Outreach email templates
• Partnership agreement template
• Collaboration content briefs
• Performance tracking dashboard

Monthly Social Media Report

• Follower growth by platform
• Engagement metrics by platform and content type
• Top-performing content analysis
• Traffic referral data
• Sentiment and brand mention tracking
• Recommendations for next month

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Organic social is a long-term brand and community building investment. Results compound over 6-12 months with consistent, authentic participation. Budget for regular content creation and genuine engagement, not just broadcasting. Monthly reviews and quarterly strategy adjustments ensure continuous improvement.