businesscommunication
Social Media Content Plan
Create social media content calendars with post templates, platform-specific formatting, hashtag strategies, and engagement schedules tailored to each network's algorithm and audience behavior.
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Markdown
| 1 | |
| 2 | # Social Media Content Plan |
| 3 | |
| 4 | ## Before you start |
| 5 | |
| 6 | Gather the following from the user: |
| 7 | |
| 8 | 1. **Which platforms?** (LinkedIn, X/Twitter, Instagram, TikTok, YouTube Shorts, Threads, Bluesky) |
| 9 | 2. **What are the business goals?** (Brand awareness, lead generation, community building, product launches, hiring) |
| 10 | 3. **Who is the target audience?** (Job titles, interests, pain points, which platforms they use) |
| 11 | 4. **What is the posting cadence?** (Per platform — daily, 3x/week, weekly) |
| 12 | 5. **What content assets exist?** (Blog posts, case studies, product screenshots, team photos, video clips) |
| 13 | 6. **Brand voice guidelines?** (Tone, words to avoid, emoji usage, humor level) |
| 14 | |
| 15 | If the user says "we need to post more on social," push back: "Posting more without platform-specific strategy just creates noise. Which platform drives the most value for your audience, and what outcome should it deliver this quarter?" |
| 16 | |
| 17 | ## Platform formatting specs |
| 18 | |
| 19 | Each platform has different constraints. Always format posts to these specs. |
| 20 | |
| 21 | ``` |
| 22 | | Platform | Max Length | Media | Hashtags | Best Post Times (UTC) | |
| 23 | |----------------|---------------|----------------|----------------|---------------------------| |
| 24 | | LinkedIn | 3,000 chars | Image, video | 3-5 max | Tue-Thu 13:00-15:00 | |
| 25 | | X/Twitter | 280 chars | Image, video | 1-2 max | Mon-Fri 12:00-15:00 | |
| 26 | | Instagram | 2,200 caption | Image, carousel| 5-15 in comment| Mon/Wed/Fri 11:00-13:00 | |
| 27 | | TikTok | 2,200 caption | Video only | 3-5 max | Tue/Thu/Sat 19:00-21:00 | |
| 28 | | Threads | 500 chars | Image, video | None | Mon-Fri 12:00-14:00 | |
| 29 | ``` |
| 30 | |
| 31 | ## Content pillar mapping |
| 32 | |
| 33 | Map each pillar to platform-specific formats. Not every pillar works on every platform. |
| 34 | |
| 35 | ``` |
| 36 | | Pillar | LinkedIn | X/Twitter | Instagram | |
| 37 | |---------------------|--------------------|--------------------|---------------------| |
| 38 | | Thought leadership | Long-form post | Thread (5-8 tweets)| Carousel (8-10 slides)| |
| 39 | | Product updates | Feature post+image | Single tweet+GIF | Reel or story | |
| 40 | | Customer stories | Case study excerpt | Quote tweet format | Video testimonial | |
| 41 | | Behind the scenes | Team spotlight | Casual observation | Photo/reel | |
| 42 | | Educational | How-to post | Thread with tips | Carousel tutorial | |
| 43 | ``` |
| 44 | |
| 45 | ## Weekly content schedule template |
| 46 | |
| 47 | Plan a full week per platform. Adapt the template to the user's cadence. |
| 48 | |
| 49 | ``` |
| 50 | ## Week of [DATE] |
| 51 | |
| 52 | ### LinkedIn (3x/week) |
| 53 | | Day | Post Type | Topic | CTA | Media | |
| 54 | |-----|------------------|------------------------------------|----------------|-------------| |
| 55 | | Tue | Thought leader | [Topic from pillar] | Comment prompt | None | |
| 56 | | Thu | Customer story | [Customer name] + result | Link to case | Screenshot | |
| 57 | | Fri | Product update | [Feature] launched this week | Try it free | Demo GIF | |
| 58 | |
| 59 | ### X/Twitter (5x/week) |
| 60 | | Day | Format | Hook (first 50 chars) | Thread? | Media | |
| 61 | |-----|-----------------|-------------------------------------|---------|-------------| |
| 62 | | Mon | Single tweet | "Most teams get [X] wrong..." | No | None | |
| 63 | | Tue | Thread (5 tweets)| "How we built [Y] in 2 weeks:" | Yes | Screenshots | |
| 64 | | Wed | Quote + opinion | RT industry news with take | No | None | |
| 65 | | Thu | Tip tweet | "Quick tip: [actionable advice]" | No | Image | |
| 66 | | Fri | Engagement | Poll or question to audience | No | None | |
| 67 | ``` |
| 68 | |
| 69 | ## Post templates |
| 70 | |
| 71 | ### LinkedIn post template |
| 72 | ``` |
| 73 | [Hook — first 2 lines visible before "see more"] |
| 74 | |
| 75 | [3-5 short paragraphs, each 1-2 sentences] |
| 76 | |
| 77 | [Takeaway or lesson] |
| 78 | |
| 79 | [Call to action — question or link] |
| 80 | |
| 81 | [3-5 hashtags on final line] |
| 82 | ``` |
| 83 | |
| 84 | ### X/Twitter thread template |
| 85 | ``` |
| 86 | Tweet 1: [Bold claim or surprising stat — must stand alone] |
| 87 | Tweet 2: [Context — why this matters] |
| 88 | Tweet 3-6: [Steps, examples, or evidence] |
| 89 | Tweet 7: [Summary + CTA] |
| 90 | Tweet 8: [Self-reply with link or resource] |
| 91 | ``` |
| 92 | |
| 93 | ## Hashtag strategy |
| 94 | |
| 95 | Build a hashtag bank per platform. Categorize by reach tier. |
| 96 | |
| 97 | ``` |
| 98 | | Tier | Volume | Example | Use | |
| 99 | |----------|-------------|------------------------|----------------| |
| 100 | | Broad | 1M+ posts | #marketing #startup | 1 per post | |
| 101 | | Mid | 100K-1M | #contentmarketing | 2-3 per post | |
| 102 | | Niche | 10K-100K | #b2bsaas #devtools | 2-3 per post | |
| 103 | | Branded | Custom | #YourBrandName | 1 per post | |
| 104 | ``` |
| 105 | |
| 106 | Never use more hashtags than the platform spec allows. On X/Twitter, more than 2 hashtags reduces engagement. |
| 107 | |
| 108 | ## Engagement schedule |
| 109 | |
| 110 | Social media is not publish-and-forget. Define response windows. |
| 111 | |
| 112 | ``` |
| 113 | Post published → Reply to comments within 2 hours of posting |
| 114 | Daily (15 min) → Engage with 5-10 posts from target audience accounts |
| 115 | Weekly (30 min) → Review top-performing posts, note patterns |
| 116 | Monthly → Audit hashtag performance, retire underperformers |
| 117 | ``` |
| 118 | |
| 119 | ## Quality checklist |
| 120 | |
| 121 | Before finalizing the content plan, verify: |
| 122 | |
| 123 | - [ ] Every post has platform-specific formatting (length, media, hashtags) |
| 124 | - [ ] Post hooks are written — not just topics, but actual opening lines |
| 125 | - [ ] Each platform has a distinct content mix, not cross-posted identical content |
| 126 | - [ ] Hashtags are categorized by reach tier and within platform limits |
| 127 | - [ ] Engagement windows are defined with time commitments |
| 128 | - [ ] At least one week is fully drafted at the post level, not just themes |
| 129 | - [ ] CTAs vary across posts (not every post says "link in bio") |
| 130 | |
| 131 | ## Common mistakes |
| 132 | |
| 133 | - **Cross-posting the same text everywhere.** A LinkedIn post is not a tweet. Rewrite for each platform's format, tone, and audience expectations. |
| 134 | - **Overloading hashtags.** Instagram tolerates 15; X/Twitter penalizes more than 2. Follow the platform spec, not a gut feeling. |
| 135 | - **Writing hooks that don't stop the scroll.** If the first line is "Excited to announce...", nobody clicks "see more." Lead with a surprising claim, a number, or a question. |
| 136 | - **No engagement plan.** Posting without replying to comments signals a broadcast account. Algorithms reward conversations, not broadcasts. |
| 137 | - **Ignoring platform analytics.** If carousel posts outperform single images on your account, make more carousels. Check performance weekly and adjust. |
| 138 |