Social Media Marketing Skill

Overview

This skill provides comprehensive social media marketing capabilities including campaign analysis, platform-specific strategies, engagement metrics, and ROI tracking. Designed for B2B technical companies targeting engineering professionals.

Quick Start

1. Audit current presence - Assess existing social profiles
2. Define strategy - Platform selection, content mix, goals
3. Create content calendar - Plan posts by platform
4. Execute campaigns - Publish and engage
5. Analyze and optimize - Track metrics, iterate

When to Use

• Building social media presence
• Planning social campaigns
• Analyzing engagement metrics
• Optimizing posting strategy
• Calculating social ROI
• Competitive social analysis

Platform Strategy Matrix

B2B Engineering Focus

Platform	Priority	Best For	Post Frequency
LinkedIn	High	Thought leadership, B2B leads	3-5x/week
Twitter/X	Medium	Industry news, quick insights	5-10x/week
GitHub	High	Code credibility, developers	Weekly activity
YouTube	Medium	Tutorials, demos, webinars	2-4x/month
Reddit	Low	Community engagement	As relevant

Platform-Specific Guidelines

LinkedIn

Content Types:

• Industry insights and trends
• Case study highlights
• Technical thought leadership
• Company milestones
• Job opportunities

Best Practices:

• Post during business hours (Tue-Thu, 8-10am)
• Use 3-5 relevant hashtags
• Include images/documents for higher engagement
• Tag relevant people/companies
• Respond to comments within 24 hours

Post Template:

[Hook - Problem/Question/Insight]

[2-3 key points with bullets or numbers]

[Call to action]

#hashtag1 #hashtag2 #hashtag3

[Link if applicable]

Twitter/X

Content Types:

• Quick technical tips
• Industry news commentary
• Thread deep-dives
• Tool announcements
• Community engagement

Best Practices:

• Use threads for complex topics (5-10 tweets)
• Include visuals when possible
• Engage with industry conversations
• Use 1-2 relevant hashtags
• Quote tweet with insights

Thread Template:

🧵 [Topic]: A thread on [subject]

1/ [Opening hook]

2/ [Key point 1]

3/ [Key point 2]
...

10/ [Summary + CTA]

If you found this useful:
- Follow for more
- RT the first tweet
- Share your thoughts below

GitHub

Strategy:

• Maintain active repositories
• Contribute to relevant projects
• Document code thoroughly
• Respond to issues/PRs promptly
• Showcase in social profiles

Content Mix Strategy

80/20 Rule for B2B

Content Type	Percentage	Examples
Value-add	80%	Insights, tutorials, tips
Promotional	20%	Services, case studies, CTAs

Weekly Content Calendar Template

## Week of [Date]

### Monday
- LinkedIn: [Industry insight post]
- Twitter: [Quick tip]

### Tuesday
- LinkedIn: [Case study highlight]
- Twitter: [Thread on technical topic]

### Wednesday
- LinkedIn: [Thought leadership]
- Twitter: [Industry news + commentary]

### Thursday
- LinkedIn: [Technical tutorial]
- Twitter: [Tool/resource share]

### Friday
- LinkedIn: [Weekly roundup]
- Twitter: [Community engagement]

Engagement Metrics

Key Performance Indicators

Metric	Formula	Target
Engagement Rate	(Likes + Comments + Shares) / Impressions × 100	>2% LinkedIn, >1% Twitter
Click-Through Rate	Clicks / Impressions × 100	>1%
Follower Growth	(New Followers - Lost) / Total × 100	>5%/month
Share of Voice	Brand Mentions / Total Industry Mentions	Track trend

Platform Benchmarks (B2B)

Platform	Avg Engagement	Good	Excellent
LinkedIn	2%	3-4%	>5%
Twitter	0.5%	1-2%	>3%
YouTube	4%	6-8%	>10%

Campaign Analysis Framework

Campaign Tracking Template

## Campaign: [Name]

### Objectives
- Primary: [Goal]
- Secondary: [Goal]

### Duration: [Start] - [End]

### Content Published
| Date | Platform | Content | Engagement | Clicks |
|------|----------|---------|------------|--------|
| | | | | |

### Results Summary
- Total Reach: [X]
- Total Engagement: [X]
- Engagement Rate: [X%]
- Click-Through Rate: [X%]
- Conversions: [X]

### Cost Analysis (if paid)
- Total Spend: $[X]
- Cost Per Engagement: $[X]
- Cost Per Click: $[X]
- Cost Per Conversion: $[X]

### Learnings
- What worked: [insights]
- What didn't: [insights]
- Next time: [improvements]

ROI Calculation

Social Media ROI Formula

ROI = (Revenue from Social - Cost of Social) / Cost of Social × 100

Where:
- Revenue from Social = Conversions × Average Deal Value × Attribution %
- Cost of Social = Labor + Tools + Paid Ads

Attribution Model

For B2B with long sales cycles:

• First Touch: 30% credit to first social interaction
• Last Touch: 30% credit to final social interaction
• Linear: 40% distributed across all touchpoints

Hashtag Strategy

Research Process

1. Identify industry hashtags
2. Check hashtag volume
3. Analyze competitor usage
4. Create branded hashtag
5. Test and iterate

Hashtag Categories

Category	Examples	Usage
Industry	#OffshoreEngineering #SubseaEngineering	Primary
Technical	#FEA #CFD #FatigueAnalysis	Specific posts
Trending	#AIEngineering #DigitalTwins	When relevant
Branded	#AceEngineer	All posts

Best Practices

Do

1. Maintain consistent posting schedule
2. Engage with followers and industry peers
3. Use platform-native content formats
4. Track and analyze metrics weekly
5. Repurpose content across platforms
6. Respond to comments/mentions promptly

Don't

1. Cross-post identical content everywhere
2. Ignore negative feedback
3. Over-promote services
4. Post without strategy
5. Buy followers or engagement
6. Neglect analytics

Error Handling

Issue	Cause	Solution
Low engagement	Wrong timing/content	A/B test posting times, content types
Declining followers	Too promotional	Increase value-add content ratio
No conversions	Missing CTAs	Add clear calls to action
Negative feedback	Service/content issues	Address publicly, resolve privately

Metrics Dashboard

Weekly Review

• Engagement rate by platform
• Top performing posts
• Follower growth
• Website traffic from social
• Competitor activity

Monthly Analysis

• Campaign performance
• Content pillar performance
• ROI calculation
• Strategy adjustments
• Next month planning

Related Skills

• content-strategy - Content planning
• lead-generation - Lead capture
• competitive-analysis - Competitor tracking

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Version History

• 1.0.0 (2026-01-19): Initial release adapted from alirezarezvani/claude-skills