Facebook Presence Plan

Use when

• Generates a complete Facebook presence plan for a client, covering Page optimisation, content mix, posting frequency, Groups strategy, click-to-WhatsApp, a 30-day content plan, community management templates, and KPIs. Invoke this skill when a client needs a Facebook-specific strategy document or when Facebook is identified as a primary channel in their social media strategy.
• Use this skill when it is the closest match to the requested deliverable or workflow.

Do not use when

• Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
• Do not use it when another skill in this repository is clearly more specific to the requested deliverable.

Workflow

1. Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
2. Follow the section order and decision rules in this SKILL.md; do not skip mandatory steps or required fields.
3. Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.

Anti-Patterns

• Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
• Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
• Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.

Outputs

• A structured markdown document, plan, playbook, or strategy ready for client-facing or internal use.

References

• Use the inline instructions in this skill now. If a references/ directory is added later, treat its files as the deeper source material and keep this SKILL.md execution-focused.

Required Input

Before generating this plan, collect the following from the client:

• Client name — trading name and legal name if different
• Industry — sector and sub-sector (e.g. retail: women's fashion)
• Country / city — default: Uganda / Kampala
• Primary goal — brand awareness / lead generation / community building / sales
• Target audience — age range, gender split, occupation, income bracket, location
• Current Page stats — follower count, average post reach, average engagement rate
• Products / services to feature — list the top 3–5 offerings with brief descriptions
• WhatsApp Business number — for click-to-WhatsApp posts and About section
• Posting frequency agreed — how many posts per week the client has capacity for
• Campaign dates — any launches, promotions, or events in the 30-day window
• Brand assets — logo file, brand colours (hex codes), existing cover photo if any

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1. Page Optimisation Checklist

Complete every item before publishing content. An incomplete Page signals low credibility.

Profile photo

• Dimensions: 170×170px display; upload at minimum 400×400px for future-proofing
• Use the business logo for product and retail businesses; use a clean founder headshot for personal brands and consultancies
• Ensure the logo is centred with adequate padding — Facebook crops to a circle on mobile
• Use a white or brand-colour background; avoid busy imagery

Cover photo

• Dimensions: 820×312px; safe zone for mobile crop: 640×312px centred
• Include: brand tagline, one contact method (WhatsApp number or website), and one CTA ("Order via WhatsApp" / "Book a Consultation")
• Refresh the cover photo at least once per quarter or for major campaigns

About section

• Business description: 2–3 sentences incorporating primary keywords (product category + location)
• Include: physical address or service area, operating hours, website URL, WhatsApp number
• Username: set a vanity URL (facebook.com/businessname) — must be consistent with other platforms. The custom username can never be changed once set — choose carefully before the Page has more than 100 fans (Haydon, 2023)

CTA button Select the button that matches the client's primary conversion action:

• Service businesses (salons, clinics, schools): Book Now
• Consultancies and agencies: Contact Us or Send Message
• Retail and product businesses: Shop Now
• Any business with WhatsApp as primary channel: Send WhatsApp Message

Pinned post

• Pin the most commercially important post: current offer, welcome post, or top-performing post
• Rotate the pinned post monthly — stale pinned posts reduce trust
• Pinned post must include a clear CTA and contact method

Messenger auto-reply Set up both a welcome message and an away message in Page settings > Inbox.

Welcome message template:

"Hello [Name], thank you for messaging [Business Name]! We'll respond within [X hours/minutes]. In the meantime, browse our products at [website/link] or send us your enquiry and we'll get back to you shortly."

Away message template (outside business hours):

"Thank you for your message. Our team is currently offline but will respond first thing [tomorrow / Monday]. For urgent enquiries, WhatsApp us on [number]. We appreciate your patience."

Page settings checklist (complete before publishing)

• Unpublish the Page (Settings > Page Visibility) while building — publish only when all sections are complete
• Enable the Profanity Filter (Settings > General > Profanity Filter; select Medium or Strong) to auto-hide offensive comments
• Add a keyword blocklist under Page Moderation for sector-inappropriate terms, slurs, and competitor solicitation phrases
• Remove any unused tabs (Events, Notes, Offers) before launch — an empty tab signals neglect and reduces credibility
• Cover photo must not exceed 20% text — Facebook suppresses images above this threshold when they are used in paid promotion (Haydon, 2023)
• Never use URL shorteners in any post — full-length URLs generate three times the click rate of shortened links (Haydon, 2023)

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2. Content Mix and Rationale

Apply this mix to maintain algorithm diversity and audience variety. Ratios are weekly targets.

Organic reach baseline: assume a maximum of 5% of Page followers see any given post without paid amplification (Goodwin, 2022). Plan posting volumes, boosting budgets, and reach expectations accordingly. On posting volume: over-posting drives 46% of users to unlike a Page; under-posting below twice per week drives 18% to unlike — consistency within the 3–5 post/week band is the goal.

Content type	Target %	Purpose
Image posts	40%	Product showcases, team photos, behind-the-scenes, motivational quotes
Video / Reels	25%	Demonstrations, testimonials, tutorials — native upload always preferred over YouTube links. 85% of Facebook video is watched without audio — add captions to every video; failure to do so is the single most common video error (Goodwin, 2022)
Link posts	10%	Blog articles, website pages — note: Facebook reduces reach on link posts; embed the link in the caption of an image post instead
Stories	Daily	Lightweight, informal touchpoints — polls, countdowns, behind-the-scenes
Polls	10%	Community engagement — ask questions relevant to the industry
Events	As needed	Minimum 5–7 days advance notice; include full event details in description

Facebook Live: Live video generates six times more engagement than standard video; viewers watch three times longer (Goodwin, 2022). Use Live for product launches, Q&A sessions, and behind-the-scenes content. Announce at least 24 hours in advance via Stories and the Page feed. A brief post-Live replay pinned to the Page extends the reach over the following 48 hours.

Rationale (Hero/Hub/Hygiene model):

• Hero content (product launches, major announcements): 10% of posts — highest production value
• Hub content (series, recurring themes, tutorials): 50% — builds expectation and return visits
• Hygiene content (FAQs, quick tips, behind-the-scenes): 40% — always-on discovery content

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3. Posting Frequency

Recommended: 5 posts/week for businesses in a growth phase. Minimum: 3 posts/week to maintain algorithm standing — below this, organic reach declines sharply.

Best posting times for Uganda (EAT, UTC+3):

Time slot	Rationale
Tuesday–Thursday, 8–9am	Morning commute — users check feeds before work
Tuesday–Thursday, 12–1pm	Lunch break — high mobile usage
Tuesday–Thursday, 6–8pm	Evening wind-down — sustained engagement window

Avoid posting on Monday mornings (low engagement) and Sunday evenings unless running a weekend promotion. Always post natively — do not schedule through third-party tools that reduce Facebook reach.

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4. Facebook Groups Strategy

When to create a group:

• The business has an existing community (past customers, alumni, members) to migrate
• The business model benefits from recurring community interaction (training, coaching, associations)
• The client has capacity to moderate 3–5 times per week consistently

When to join existing groups instead:

• The business is new to Facebook and does not yet have an audience to seed a group
• The target audience already congregates in active groups (e.g. Kampala Entrepreneurs Network, Uganda Mums)
• The client has limited moderation capacity

Group setup (if creating):

• Name: descriptive and searchable — include the community identity and location (e.g. "Kampala Fitness Community by [Brand]")
• Description: who the group is for, what members will get, what is and is not allowed
• Privacy: Closed group — this controls quality and creates aspiration to join
• Cover image: 1640×856px — include group name and the brand logo

Community rules template (5 rules):

1. Be respectful — treat all members with courtesy; no personal attacks or offensive language
2. Stay on topic — keep posts relevant to [industry/community focus]
3. No spam or unsolicited promotions — share value first; direct selling is only permitted on designated days
4. Credit your sources — if sharing external content, name the original creator
5. Report, do not retaliate — if you see a rule violation, use the report button; do not engage aggressively

Content rhythm for groups:

• Post 3–5 times per week — discussion questions, tips, member spotlights, weekly prompts
• Apply the 80/20 rule: 80% community value (discussion, education, entertainment), 20% brand promotion
• Run a weekly recurring feature (e.g. "Monday Win: share something you achieved this week")

Moderation approach:

• Respond to member posts within 24 hours on weekdays
• Delete immediately: spam, hate speech, scam links, competitor solicitation
• Decline to engage publicly with trolls — remove the post and send a private message
• Ban members only after a first warning, except for hate speech or scam activity (ban immediately)

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5. Click-to-WhatsApp Strategy

When to use click-to-WhatsApp posts:

• Lead generation for high-value products/services where a sales conversation is needed
• Direct enquiry for items without a fixed price (custom orders, consultations, quotes)
• Flash sales and limited availability offers that require immediate response

Post structure:

1. Strong product or offer image (clear, bright, include the price if known)
2. Caption: open with the offer in plain language → 2–3 lines describing the benefit → explicit CTA ("Tap the WhatsApp button below to order" or "Message us on WhatsApp: [number]")
3. Include the WhatsApp number in the caption text as well — some users will copy and dial manually

WhatsApp greeting message template (set in WhatsApp Business app):

"Hello! Thank you for reaching out to [Business Name]. You've messaged us about [product/service]. Please tell us:

1. What you're looking for
2. Your location (for delivery estimates)
3. Your preferred date if booking a service We respond within [X] hours. We look forward to helping you!"

Tracking without ads:

• Add a UTM parameter to any website link used in click-to-WhatsApp posts (e.g. ?utm_source=facebook&utm_medium=social&utm_campaign=whatsapp)
• Track the number of WhatsApp messages received after each click-to-WhatsApp post — log in a simple spreadsheet: date / post description / WhatsApp messages received within 48 hours
• Track enquiry-to-sale conversion rate monthly: (sales from WhatsApp enquiries ÷ total WhatsApp enquiries) × 100

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6. Thirty-Day Content Plan

Deliver 5 posts per week. Adjust topics to match the client's industry and active promotions.

Week 1 — Establish and Educate

Day	Type	Topic / Headline	Caption brief	Visual direction
Mon	Image	Welcome / brand introduction	Introduce the business, its mission, and what followers can expect from the Page. Include WhatsApp CTA.	Brand logo on colour background; clean, professional
Tue	Video	Product/service demonstration	Show the product in use or walk through the service process. End with a price or booking CTA.	Bright, well-lit; include text overlay of the key benefit
Wed	Poll	Industry question	Ask a relevant question (e.g. "What's your biggest challenge with [problem the business solves]?")	Branded graphic with question text
Thu	Image	Behind the scenes	Show the team, workspace, or production process. Humanise the brand.	Natural light, candid feel
Fri	Image	Featured product/service	Highlight one offering with its key benefit and price. Direct WhatsApp enquiry.	Product hero shot; white or plain background

Week 2 — Build Trust

Day	Type	Topic / Headline	Caption brief	Visual direction
Mon	Image	Customer testimonial	Share a written testimonial (with permission). Add context about what the client achieved.	Quote graphic with customer name/photo if available
Tue	Video	FAQ answer	Address the most common question the business receives. Keep under 90 seconds.	Talking head or screen recording; captions required
Wed	Image	Tip or how-to post	Share one practical tip relevant to the audience. Establish authority.	Numbered graphic or step-by-step layout
Thu	Stories (screenshot prompt)	Poll: this or that	Run a "This or That" poll on Stories — two product options or two preferences.	Bright, branded Stories template
Fri	Image	Offer post	Feature a current promotion or bundle. State the price, the deadline, and how to order.	High-contrast promotional graphic; CTA button

Week 3 — Engage and Grow

Day	Type	Topic / Headline	Caption brief	Visual direction
Mon	Link post (image + link in caption)	Blog or resource	Share a useful article or resource. Frame it around the audience's need, not the brand.	Blog feature image; include URL in caption
Tue	Image	Team spotlight	Introduce a team member. Include their role and one personal detail to humanise the brand.	Portrait photo; consistent framing with other team shots
Wed	Poll	Audience preference	Ask about product preferences or upcoming content topics — e.g. "Which would you like to see next?"	Branded poll graphic
Thu	Video / Reel	Customer story or transformation	Short case study: before/after, problem solved, result achieved.	Before/after visual or interview clip
Fri	Image	Product restocked / new arrival	Announce new or returning stock. Create urgency with quantity or deadline.	Product flat lay or lifestyle shot

Week 4 — Convert and Retain

Day	Type	Topic / Headline	Caption brief	Visual direction
Mon	Image	Month-end offer	Present a promotional offer to drive end-of-month purchases. Clear deadline and CTA.	Promotional graphic with price and deadline
Tue	Video	Tutorial or how-to	Show how to use or get the best from the product/service. Builds post-purchase confidence too.	Clear screen or hands-on demo; text overlay
Wed	Image	Community highlight	Share a post from the group or a customer photo (with permission). Celebrate community members.	Repost graphic with credit to original poster
Thu	Image	Industry insight or trend	Share a relevant trend or news item with the brand's perspective. Establishes thought leadership.	Infographic style or branded quote card
Fri	Image	Call to action — follow and share	Invite followers to share the Page with one person who would benefit. Thank them for their support.	Warm, community-focused graphic

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7. Community Management Response Templates

Respond to all comments and messages within 24 hours on weekdays and 48 hours at weekends. Every response must reflect the brand voice established in the 04-brand-voice-intake.

Positive comment or compliment

"Thank you so much, [Name] — this means a lot to us! We're glad you had a great experience. We hope to see you again soon. "

Product / service enquiry

"Hello [Name], thank you for your interest! Please send us a direct message or WhatsApp us on [number] and we'll give you all the details. We look forward to hearing from you!"

Complaint or negative comment

"Hello [Name], we're sorry to hear about your experience — this is not the standard we hold ourselves to. Please send us a direct message with your order details and we will resolve this promptly. Thank you for letting us know."

Offensive or inappropriate comment Do not engage publicly. Delete the comment immediately. If the behaviour is repeated, restrict the user from the Page. No public acknowledgement is required.

Competitor mention in comments

"Hello [Name], thank you for the question. We're only able to speak to our own products and services — feel free to send us a message and we'll help you find the right solution for your needs."

Press / media enquiry

"Hello [Name], thank you for reaching out. Please email us at [press/contact email] with your publication details and enquiry, and our team will respond within 2 business days."

Early comment management: The comments posted in the first 5–10 minutes after a post goes live set the emotional register for the entire thread — later commenters orient to the mood established by early responses. Monitor active posts in the first 30 minutes after publication. Counter-frame a negative early comment immediately with a measured, constructive reply; do not ignore it. A mocking or hostile comment left unaddressed in the first five responses anchors the thread tone for all subsequent participants (Farina, 2018).

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8. Facebook-Specific KPIs

Track these metrics monthly. Use Facebook Page Insights for all organic data.

KPI	Target	Notes
Page reach (organic)	Growing month-on-month	Benchmark against previous 90 days
Post engagement rate	2–5%	(Reactions + comments + shares) ÷ reach × 100
Follower growth rate	5–10% monthly (growth phase)	(New followers ÷ start-of-month followers) × 100
Click-through rate on link posts	1–3%	Clicks ÷ reach × 100
Messages received	Track volume trend	Proxy for commercial intent
Stories views	Growing week-on-week	Benchmark against previous 4-week average

Review KPIs monthly. Present findings using the meta-reporting skill. Adjust content mix if engagement rate drops below 2% for two consecutive weeks.

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9. Conversation Design: Writing Posts That Generate Comments

Facebook's architecture makes the opening post the most structurally privileged content on the platform — it is the only element guaranteed to be visible to all readers. All comments downstream are secondary; engagement depth drops sharply after approximately the fifth comment. Apply the following evidence-based principles to maximise comment generation (Farina, 2018).

The three requirements of an engaging opening post

Every post that generates comments must do all three of the following:

1. Tell something newsworthy — a vague status update or solo image without context reliably receives zero responses. The post must declare something: a result, an event, a surprise, a counter-intuitive fact.
2. Provide interpretive context — tell readers how to understand what you have shared. An unexplained image is a closed door; the same image with a framing phrase ("This is what our team achieved in 48 hours") is an open invitation.
3. Signal the expected response — make it explicit what kind of reply is welcome. A question, a fill-in-the-blank prompt, or a named reaction ("Tell us in the comments") invites specific responses rather than passive scrolling.

Evidence-based engagement tactics

• Use humour deliberately. Humour is the single most powerful engagement driver on Facebook — over 70% of comment-generating posts contain overt or covert humour. Posts that reward followers for "getting it" create in-group recognition and prompt public demonstration of that recognition (Farina, 2018).
• Tag specific people. Naming individuals in the opening post measurably increases response rates. A post that sat silent for 15 minutes in Farina's study generated immediate responses after the author added named recipients. Use this technique for community highlights, partner announcements, and client spotlights — with the named person's permission.
• Never post a standalone image without a caption. In every studied case, images without an interpretive caption or evaluative framing received zero comments — even highly attractive images. The caption is not optional.
• Use one-word-answer or fill-in-the-blank prompts. Simple, low-effort prompts ("Describe our city in one word" / "The best meal in Kampala is ___") consistently outperform complex questions (Haydon, 2023).
• Do not bury key content in comments. Information posted as a second comment on an existing thread is almost universally ignored — even by the original poster's own followers. Product details, offers, and testimonials belong in the opening post or a new post, not in the comments.
• Intervene early in active threads. Once a thread is live, later comments respond to the most recent comment rather than the original post. A brand's thread can drift far from its intended topic as community members chat among themselves. Post a second comment from the Page within the first five responses to keep the thread on-topic and signal that the brand is present.

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Quality Criteria

Output meets the standard when it:

• Covers all 9 sections with specific, actionable guidance — no vague recommendations
• Uses the client's actual business name, industry, and product/service details throughout — not generic placeholders
• All posting time recommendations are given in EAT (UTC+3) and reference the Ugandan/EA audience context
• The 30-day content plan contains 20 posts (5 per week × 4 weeks) with format, topic, caption brief, and visual direction for each
• Community management templates are in the brand voice established in 04-brand-voice-intake and are ready to copy-paste
• All dimensions, character limits, and technical specifications are accurate as of the current platform standard
• KPI targets are referenced to industry benchmarks and adjusted for organic reach in the EA market
• Section 9 (Conversation Design) is present and includes the three opening-post requirements, humour as an engagement driver, the tagging technique, the standalone-image warning, and the early-comment management instruction
• British English is used throughout with no American spelling variants

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References

Key citations used in this skill:

• Farina, M. (2018) Facebook and Conversation Analysis
• Goodwin, M. (2022) Facebook Marketing
• Haydon, J. (2023) Facebook Marketing for Dummies (5th ed.)