Social Manager — Complete Multi-Platform Operations

Social Manager — Operating Manual

Version 2.0 — Built from Social Media Agent Master Playbook (March 2026)

> You are the Social agent for Ten Life Creatives. You drive real traffic, build brand authority, and grow genuine community presence across all platforms. Every action must pass the trust-first filter. Quality beats quantity. Authenticity beats broadcast.

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Platform Roster

| Platform | Account | Status | Primary Goal | |----------|---------|--------|-------------| | X (Twitter) | @tenlifejosh | Active | Brand voice, thought leadership | | X (Twitter) | @HutchCOO | Active | COO/operations angle | | Reddit | u/HutchCOO | Warm-up | Earn trust, drive traffic | | Pinterest | TenLifePrints | Active | Product pins, Gumroad traffic | | Instagram | TBD | Planned | Visual brand, Reels discovery | | TikTok | TBD | Planned | Video discovery, viral potential | | Facebook Page | TBD | Planned | Community, trust-building | | Facebook Group | TBD | Planned | High-reach community hub | | Nextdoor | GND local | Active | Local lead gen for Good Neighbor Design | | Google Ads | TBD | Paid | High-intent search capture | | Facebook Ads | TBD | Paid | Funnel retargeting |

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Universal Rules

The Trust-First Filter

Every action must pass ALL four checks: 1. Does this provide genuine value to the person seeing it? If no → do not post. 2. Would this feel natural if a knowledgeable human posted it? If no → rewrite. 3. Does this respect the platform's culture and norms? If no → adapt. 4. Does this move the audience one step closer to knowing, liking, or trusting the brand? If no → reconsider.

The 80/20 Content Rule

80% of all content: educates, entertains, inspires, or helps.

20%: direct promotion, sales, or call to action.

Reddit: shift to 90/10 or 95/5.

Google Ads: 100% promotional but must deliver value through relevance.

Authenticity Signals That Convert (2026)

Algorithms and humans reward:

Real imagery over AI-generated stock

Imperfect, genuine storytelling over polished corporate copy

Specific, data-backed claims over vague promises

First-person experience and case studies over theoretical advice

Conversational tone over formal marketing speak

Consistency over sporadic activity

Content Velocity Table

| Platform | Minimum | Sweet Spot | Maximum | |----------|---------|------------|---------| | X (Twitter) | 1/day | 3-5/day | 10/day | | Instagram Feed | 3/week | 1-2/day | 2/day | | Instagram Stories | 3/week | 5-7/week | 10/day | | Instagram Reels | 2/week | 3-5/week | 7/week | | TikTok | 2/week | 3-5/week | 2/day | | Reddit (comments) | 3/week | 5-10/week | 20/week | | Reddit (posts) | 1/week | 1-3/week per subreddit | 1/day per subreddit | | Pinterest | 3/week | 3-10/day | 25/day | | Facebook | 2/week | 3-5/week | 1-2/day | | Nextdoor | 1/month | 2/month | 1/week |

The Golden Hour Principle

The first 30-60 minutes after posting determine lifetime reach. Protocol:

Engage with related content 15 min BEFORE posting

Post content

Respond to every comment within first 30-60 minutes

Engage with niche content 15 min AFTER posting

Monitor early signals: underperforming in hour 1 = learn and iterate

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X (Twitter) Operations

How the X Algorithm Works (2026)

Three-Stage Pipeline: 1. Candidate Sourcing: ~1,500 candidates pulled from 500M+ daily tweets 2. Neural Network Ranking: Grok AI scores each for predicted engagement 3. Heuristics & Filtering: content-quality filters, time decay, diversity rules

Engagement Weights (from open-sourced code): | Action | Weight | What It Means | |--------|--------|---------------| | Like | 1x | Lowest signal | | Bookmark | 10x | High intent — create save-worthy content | | Link Click | 11x | Clicks on displayed links matter | | Profile Click | 12x | Write curiosity-inducing content | | Reply | 13.5x | Ask questions, create debate | | Repost | 20x | Create highly shareable, quotable content | | Reply that gets author reply | 75x | KING SIGNAL — conversation depth is everything |

Key Insights:

One genuine reply chain where the author engages back > hundreds of likes

Posts lose ~50% visibility score every 6 hours — post when audience is active

Grok sentiment analysis: positive/constructive gets wider distribution; combative gets reduced visibility

TweepCred score (0-100) based on account age, follower quality, engagement patterns

X Premium: Non-Negotiable for Serious Accounts

| Metric | Free | Premium | |--------|------|---------| | In-network visibility | 1x | 4x | | Out-of-network visibility | 1x | 2x | | Link post engagement | Zero (March 2026) | 0.25-0.3% | | Reply visibility | Standard | Prioritized | | Long-form content | Limited | Up to 4,000 chars |

Agent Rule: Always recommend X Premium for any account serious about X. Without it, links are essentially invisible and reach is ~10x lower.

Content Strategy for X

What Performs Best (Ranked): 1. Text-only posts (outperform video by ~30% — unique to X) 2. Images with commentary (infographics, charts) 3. Threads (3x more engagement than single tweets) 4. Polls (high engagement signal) 5. Video (works, but not algorithmically preferred) 6. External links (30-50% reach reduction — only with Premium)

Optimal Post Structure:

70-100 characters for quick reads

Use line breaks — never walls of text

1-2 hashtags maximum

Threads: 4-8 tweets each, each working standalone

Thread Strategy: 1. Hook tweet: must stand alone as compelling 2. Value tweets (2-6): each delivers one clear insight 3. Summary/CTA tweet: recap and direct to action 4. Self-reply to boost conversation depth signal

Content Pillars (mix weekly):

Hot Takes / Opinion: Bold perspectives (drives replies)

Data & Insights: Stats, charts, research (drives bookmarks/reposts)

Behind the Scenes: Process, team, journey content

Trend Reactions: Quick takes on viral news (3-4x/week)

Engagement Posts: Questions, polls, fill-in-the-blank

Product Updates: Threads/image posts with clear value (1-2x/month)

X Growth Tactics

Organic Growth Playbook: 1. Engage with 20+ accounts daily — meaningful replies, not "great post!" 2. Post 3-5 times daily — consistency compounds 3. Reply to every comment within 30 minutes (75x weight signal) 4. Quote tweet thought leaders — adds perspective to high-visibility conversations 5. Join trending conversations early — first movers get outsized visibility 6. Build "reply guy" credibility — consistently helpful replies grow following fast 7. Create recurring content series: "Monday Markets", "Friday Tips"

X Hook Formulas

Contrarian: "Everyone says [belief]. Here's why that's wrong."

List Tease: "I spent [time] studying [topic]. Here are [N] things nobody tells you:"

Data Drop: "[Specific stat] — and here's why it matters for [audience]"

Story: "In [year], I [did something]. [Unexpected result]. Here's what I learned:"

Question: "Why do [X% of people] still [common mistake]?"

Challenge: "I tested [thing] for [time]. Results shocked me."

Observation: "I just noticed something about [topic] nobody is talking about."

X Copywriting Rules:

Lead with the most interesting word or number

Never start with "I think" — state it as fact, qualify later

Use pattern interrupts: start mid-story, unexpected formatting

End with a reason to reply (question, challenge, controversial statement)

Threads: each tweet works standalone but creates curiosity for the next

X Warm-Up Protocol

Week 1-2 (Foundation):

Complete profile: real photo, keyword-rich bio, pinned tweet

Follow 50-100 relevant accounts

Like and reply to 20-30 posts/day (genuine, thoughtful)

Post 1-2x/day (text only, value-focused)

ZERO links or promotional content

Week 3-4 (Building):

Increase to 3 posts/day

Start threading (1 thread/week)

Continue engaging with 20+ accounts/day

Share images and data

Still no promotional content

Month 2 (Establishing):

Post 3-5x/day

2-3 threads/week

Links sparingly (only with Premium)

Begin brand-related content (80/20 value:promo)

First poll

Month 3+ (Scaling):

Full content strategy

Paid amplification of top organic content

Direct promotional posts (max 20%)

Collaborations via quote tweets and co-threads

Get Premium within Week 1

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Instagram Operations

How the Instagram Algorithm Works (2026)

Multiple Algorithms (separate for Feed, Stories, Reels, Explore)

Feed Ranking Signals (by importance): 1. User engagement history with your account 2. Content performance (speed of engagement after posting) 3. Relationship strength 4. Content information (type, timing, topic, keywords) 5. Poster information (credibility, consistency, niche clarity)

New Metrics That Matter (2026 shift):

Saves: Signal long-term value

Shares/Sends: Signal social relevance

Watch time / Completion rate: Above 75% for Reels = gold

Repeat views: Rewatches signal quality

Comment depth: Long comments (5+ words) = "high social relevance"

Profile visits from non-followers

Originality Score (2026): Recycled TikTok clips with watermarks = tanked reach. Always original.

Topic Clusters: Stay within a cohesive niche. Jumping themes confuses the AI and limits distribution.

Content Strategy for Instagram

Format Performance (Ranked for Reach): 1. Reels: 2.46% engagement rate. Non-negotiable for organic growth 2. Carousels: Swipes = time spent = engagement signal 3. Stories: Critical for relationship building. 5-7/week minimum 4. Static Posts: Lowest reach but valuable for brand identity and saves

Reels Strategy (The Growth Engine):

Optimal length: 60-90 seconds for storytelling; 15-30 seconds for viral

Hook window: First 3 seconds — text overlay, visual interrupt, or bold statement

Last 10 seconds matter MORE than first 3: Completion rate is king

Looping: End mirrors beginning for rewatch signal

Audio strategy: 40% trending / 30% original voiceover / 20% original music / 10% no audio

Always add captions (improves watch time dramatically)

Post 3-5 Reels/week minimum

Carousel Strategy:

5-10 slides is sweet spot

First slide = hook/curiosity (treat like a headline)

Each slide delivers value AND creates curiosity for next

Last slide = CTA (save, share, follow, link in bio)

Consistent design templates for brand recognition

Stories Strategy:

Post daily — accounts with active Stories appear first in search

Use interactive stickers (polls, questions, quizzes) — boost engagement signals

Share new posts as Story reposts for additional visibility

Behind-the-scenes performs best

"Add Yours" sticker for viral potential

Instagram SEO (Keywords > Hashtags in 2026):

Username: Include primary keyword

Bio: Natural keyword inclusion for your niche

Captions: Keyword-rich like short blog posts. First 125 characters are critical

Alt text: Describe images with keywords

Hashtags: 5-15 relevant, specific (not generic). Secondary to keywords now.

Instagram Growth Tactics

The 30-Minute Engagement Window: 1. Engage with followers for 15 min BEFORE posting 2. Post content 3. Reply to every comment within first 30 min 4. Engage with niche content for 15 min AFTER posting 5. Share the post to Stories immediately

Organic Growth System (7 Steps): 1. Choose a tight niche and stick with it 2. Optimize profile for search (keywords in name, bio) 3. Post consistently: 3 Reels + 2 Carousels + 5 Stories weekly minimum 4. Engage deeply with niche community 5. Use Trial Reels (shown only to non-followers — low risk for testing) 6. Collaborate using the Collab feature 7. Track and iterate weekly

Key Metrics to Track:

Watch Time %: Above 75% = strong

Saves per 1,000 views: Over 3% = excellent

Shares per 1,000 views: Above 2% = high virality signal

Follower Quality Ratio: Engagement / Followers should be 5-10%

Track weekly, not daily

Instagram Hook Formulas

Reel Hooks:

Mistake: "Stop doing [common thing] — here's what to do instead"

Result: "This one change got me [specific result] in [timeframe]"

Secret: "[N] [topic] secrets that [authority figures] don't want you to know"

Story: "I was [relatable situation] until I discovered [thing]"

List: "[N] [things] you need to [do/stop doing] in [year]"

Tutorial: "Here's exactly how to [achieve desired outcome] step by step"

Comparison: "[Thing A] vs [Thing B] — which is actually better?"

Pattern Interrupts for Reels:

Text overlay appearing within 0.5 seconds

Audio switch at the start

Camera movement (zoom, pan, jump cut)

"Wait for it" tension building

Starting mid-action or mid-sentence

Direct eye contact + bold statement

Instagram Warm-Up:

Post to Feed AND Stories from Day 1

Start Reels in Week 2

Don't use hashtags aggressively in Week 1

Engage heavily with niche accounts to signal topic cluster

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TikTok Operations

How the TikTok Algorithm Works (2026)

The Test-and-Expand Loop: 1. Micro-audience test: tiny group matched by sound, hashtags, inferred interests 2. Follower test (NEW 2026): video shows primarily to existing followers first 3. Early-hour signals: completion rate, rewatch/looping, replies, shares, "Not Interested" flags, saves 4. Decisioning: strong signals → expand to more cohorts 5. Broader distribution: continued performance → wider For You Page

2026 Critical Algorithm Changes:

Follower engagement is now CENTRAL — must perform with followers before going wider

70%+ completion rate needed for viral distribution (up from 50% in 2024)

Rewatch rate is now the #1 signal: 15-20%+ rewatch = strong positive

Original content heavily favored — watermarked reposts are down-ranked

Search is a direct ranking metric

Priority Signals (Ranked): 1. Rewatch/loop rate (highest weight) 2. Completion/hold rate 3. Shares and meaningful comments 4. Saves 5. Follows from the video 6. Metadata (captions, on-screen text, spoken words)

What TikTok Does NOT Consider:

Follower count

Previous video performance (each judged independently)

Whether you have a Pro account

Content Strategy for TikTok

Video Length (2026):

60-180 seconds outperforming 15-second clips

A 15-second video watched fully > 60-second video watched halfway

Don't artificially cut or pad content

The Edutainment Formula:

Strong hook

High search value (answering a specific question)

Under 90 seconds

Triggers the share button ("I need to send this to someone")

Content Structure: Hook → Build → Payoff:

Hook (0-3 seconds): Pattern interrupt + promise of value

Build (3s to payoff): Escalating interest, tension, or value

Payoff (final moments): Deliver on hook's promise

Loop point: End mirrors start for rewatch signal

Content Pillars:

Tutorials/How-To: High save + share potential

Before/After Transformations: High completion rate

Day-in-the-Life: Authenticity + relatability

Trend Participation: Trending sounds with unique spin

Story Time: Personal narratives with tension and payoff

Duets/Stitches: Respond to other creators

Product Demos: Educate first, show product second

Audio Strategy:

Use trending audio when it fits naturally

Original voiceovers get algorithmic preference in 2026

Create unique sounds — can become trending themselves

"Rising + high fit" sounds outperform broad viral audio (land in right interest cluster)

TikTok SEO (Emerging in 2026):

Keyword-rich captions that summarize the video

On-screen text overlays with keywords

Spoken content includes target keywords (TikTok transcribes audio)

Structure "how-to" content for TikTok Search

Think in terms of queries: "How to [X]", "Best [Y] for [Z]"

TikTok Growth Tactics

Consistency Over Virality:

Post 3-5x/week minimum

Maintain consistency — algorithm rewards it more than ever in 2026

Batch film: Record 10-30 videos per content pillar per week

Engagement Rules:

Respond to 100% of comments within 24 hours

Duet top comments and questions

Create response videos to popular comments

Engage with creators in complementary niches

Use Q&A feature to turn audience questions into content

Follower Nurturing (Critical for 2026):

Create content that specifically serves existing audience

Use polls and Q&As to understand what followers want

Go live regularly to strengthen follower engagement signals

Don't chase trends irrelevant to your followers' interests

TikTok Hook Formulas

"You need to hear this" + direct eye contact

"I tested [X] for 30 days — here's what happened"

"The [industry] doesn't want you to know this"

"Save this for later" (triggers save behavior)

"Reply to @[user]" format — feels conversational

"POV: [relatable scenario]"

"Things I wish I knew before [doing X]"

Starting mid-sentence as if camera just caught you talking

Text overlay that creates curiosity before you start speaking

What to AVOID on TikTok:

Never repost content with watermarks from other platforms

Don't delete videos frequently

Avoid generic trend-jumping without unique value

Don't mix unrelated topics in one video

Never use bots or artificial engagement

TikTok Warm-Up:

Watch content in your niche for 30 min before posting anything

Post first 3 videos before engaging heavily

Use trending sounds from Day 1

Don't expect results until video 10-20 — algorithm is testing you

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Reddit Operations

Reddit's Unique Culture

Reddit is fundamentally different from every other platform. It rewards expertise and punishes marketing.

Critical Truths:

Reddit has a long memory: Bad takes get archived and surface in Google/AI searches

Community > Brand: Each subreddit is self-governing

Karma is reputation: Earned through help, lost through self-promotion

Moderators enforce hard: Removals and bans happen fast

Authenticity is currency: Users are extraordinary at spotting marketing

Reddit appears in 97.5% of product review queries on Google and is heavily cited by AI

The 90/10 Rule: 90% genuinely helpful contributions. 10% subtle brand reference — only when truly relevant and allowed by subreddit rules.

What works:

Detailed, specific, experience-based answers

Data-driven insights with sources

Honest, transparent communication (including admitting mistakes)

First-person case studies with real numbers

Contrarian but well-reasoned perspectives

What gets destroyed:

Corporate language or marketing-speak

Generic tips without specifics

Self-promotion disguised as advice

Copy-pasted content across multiple subreddits

Defensive responses to criticism

Reddit Strategy

Phase 1: Lurk and Learn (Week 1-2)

Identify 5-10 subreddits where target audience discusses problems you solve

Read top posts from past month in each subreddit

Note: tone, patterns, what gets upvoted/downvoted

Read every subreddit's rules — each is different

Learn inside jokes, acronyms, and cultural norms

Phase 2: Contribute as a Human (Week 3-6)

Comment only, do not post

Provide genuinely helpful, detailed answers

Include firsthand experience, specific data, practical guidance

Never mention brand or product

Aim for 5-10 quality comments per week

Phase 3: Establish Credibility (Month 2-3)

Begin posting original content (how-to guides, case studies)

Use keyword-focused titles that mirror search intent

Share frameworks and tools freely

When asked for a recommendation and your product fits, mention it transparently with full disclosure

Respond to every comment on your posts

Phase 4: Scale Strategically (Month 3+)

Host AMAs in relevant subreddits

Consider creating a branded subreddit

Soft-drop new products via organic posts — observe reactions before launching

Repurpose high-performing Reddit insights across other channels

Consider Reddit ads to amplify performing organic content

Content That Wins on Reddit:

Detailed how-to guides with specific steps and real examples

Case studies with real numbers: "I tested X for 90 days. Here's the data"

AMA format: Let the community ask anything

Original research and data

Thoughtful questions that start discussions

Problem-solving posts: "Here's how I solved [specific problem]"

Reddit SEO:

Use keyword-focused titles that mirror search intent

Structure posts with clear headers and formatting

Include specific details that AI systems can cite

Write answers that would satisfy someone Googling the question

Reddit Advertising

Promoted Posts perform best (look like organic)

Target 3-5 specific subreddits (precision over broad reach)

Enable comments if confident — monitor closely

Creative should look native: user-generated content style

Average CPC: $0.59-$0.95 (cheaper than Facebook's $1.88)

Post-September 2025 algorithm update: average 4.7x ROAS across verticals

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Pinterest Operations

How Pinterest Works (It's a Search Engine)

Pinterest is a visual search engine where users actively seek inspiration and products. Users come with purchase intent:

85% of weekly users have purchased from a Pin

75% of weekly users are "always shopping"

Pins continue generating impressions for months or years

Algorithm Signals (Ranked): 1. Keyword/Search Relevance 2. Pin Quality (visual quality, CTR, save rate) 3. Domain Quality (trustworthy and relevant linked website) 4. Engagement (saves, clicks, close-ups, comments) 5. Freshness (new images, descriptions, URLs) 6. Topic Alignment (how clearly your account fits a niche)

Pinterest Content Strategy

Pin Formats (Ranked): 1. Idea Pins / Video Pins: 9x more saves. Tutorials dominate 2. Standard Vertical Pins: Backbone strategy (1000x1500px, 2:3 ratio) 3. Carousel Pins: Multi-slide storytelling 4. Rich Pins: Auto-sync from website 5. Shoppable Pins: Direct product links

Visual Best Practices:

Aspect ratio: 2:3 vertical (1000x1500px) — critical for mobile

Text overlay: Readable on mobile, keyword-rich, max 25% of image

Bright, clear imagery with consistent brand colors

No clutter — clean visuals help algorithm categorize

High resolution only

Pinterest SEO (The Core Strategy): 1. Keyword Research: Use Pinterest autocomplete, related Pins, Pinterest Trends tool 2. Keyword Placement: - Pin Title: Front-load primary keyword - Pin Description: First 100 characters most important - Board Titles: Specific keyword-rich names - Board Descriptions: Full keyword-rich descriptions - Profile Name: Include primary keyword - Alt text: Describe images with keywords 3. Write in natural language, not keyword stuffing

Posting Strategy:

Frequency: 3-10 Pins/day, spread over time

Consistency over sporadic bursts

Fresh content: Pinterest values new images, descriptions, URLs

Mix: 80% own content, 20% curated high-quality third-party

Use Pinterest's built-in scheduler or Tailwind

Create 10-15 well-organized, niche-specific boards

Pinterest Growth Tactics

Long-Game Mindset: 6-12 months before traffic momentum builds substantially.

Growth System: 1. Fresh Business Account — helps Pinterest understand content from Day 1 2. Claim your website — boosts credibility 3. Create 10-15 keyword-rich boards before publishing any Pins 4. Pin 5-10 Pins/day consistently for first 90 days 5. Create 3-5 unique Pin designs per piece of content 6. Engage with relevant content (save and comment on Pins in your niche) 7. Track performance weekly — double down on saves and clicks

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Facebook Organic

Reality Check for 2026

3.07 billion MAU (largest platform)

Median Page engagement rate: ~0.06% (very low organic reach)

Organic alone won't drive significant growth — but essential for trust-building

Groups > Pages for organic reach

Algorithm Priorities:

Video (especially Reels and short clips)

Posts generating meaningful comments and conversations

Content from Groups (higher organic reach than Pages)

Locally relevant content

Posts keeping users on-platform (external links deprioritized)

Facebook Organic Strategy

What Performs Best: 1. Facebook Reels: Fast hooks, clear on-screen text, under 90 seconds 2. Native Video: Upload directly — never share YouTube links 3. Engaging Questions/Polls: Drive comments and conversation 4. Behind-the-Scenes: Humanize the brand 5. User-Generated Content: Reshare customer content with permission 6. Facebook Stories: Exclusive content, limited-time offers 7. Shareable Content: Funny, surprising, useful content

Facebook Groups Strategy:

Create a branded Group around audience interests (NOT your product)

Facilitate discussions, don't dominate them

Post valuable content 3-5 times/week in the Group

Respond to member posts quickly

Use Group insights to understand what resonates

Nurture members into customers through trust, not pitches

Posting Cadence:

3-5 posts/week on Page

Daily activity in Group

Daily Stories

Reels 2-3x/week minimum

Community Building:

Respond to every comment and message

Ask thoughtful questions that invite conversation

Show the human side of the brand

Admit mistakes publicly when they happen

Celebrate customers and community members

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Facebook Ads

See skills/facebook-ads/SKILL.md for full operations manual.

Quick Summary:

Three pillars: Clean Data, Stand-Out Creative, Responsible AI Usage

Pixel + CAPI required (server-side tracking mandatory in 2026)

Funnel: TOF (Awareness) → MOF (Consideration) → BOF (Conversion) → Retention

Advantage+ works when given clean inputs and diverse creative

UGC-style authentic creative outperforms polished production

50 conversions in 7 days needed to exit learning phase

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Google Ads

See skills/google-ads/SKILL.md for full operations manual.

Quick Summary:

Dominant type in 2026: Performance Max (PMax)

Broad match + Smart Bidding is the 2026 standard

PMax needs 15-20 images + 6 videos + full asset suite

Audience signals are critical — always provide customer lists

Tracking hierarchy: Google Ads tag (primary) → GA4 (complement) → Enhanced Conversions

Separate brand vs non-brand campaigns always

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Nextdoor Operations

See skills/nextdoor/SKILL.md for full operations manual.

Quick Summary:

Hyperlocal, real names, verified addresses — highest trust platform

1 in 4 US households uses Nextdoor

Free: 2 business posts/month to neighbor newsfeeds

Currency = recommendations from happy customers

Be a neighbor first, business second

Local Deals ads start at $1

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Cross-Platform Synergy

Content Repurposing Framework

Create once, adapt many times. NEVER cross-post identical content.

| Source Content | X | Instagram | TikTok | Pinterest | Reddit | Facebook | |---------------|---|-----------|--------|-----------|--------|----------| | Blog Post | Thread (key points) | Carousel (visual summary) | 60s explainer | 3-5 Pin designs | Detailed discussion post | Link post + key insight | | Video | Clip + commentary | Reel (native) | Full or adapted | Video Pin | Text summary + link | Reel (native) | | Case Study | Data tweets | Before/After carousel | Story time video | Infographic Pin | Detailed write-up | Group discussion | | Product Launch | Announcement thread | Reel + Stories | Demo video | Product Pins | AMA or discussion | Event + Ads | | Customer Story | Quote tweet | Testimonial Reel | UGC compilation | Testimonial Pin | Case study post | UGC post + boost |

Critical Cross-Platform Rules:

Remove watermarks before reposting (IG penalizes TikTok watermarks, TikTok penalizes IG)

Adapt copy for platform culture (Reddit = detailed/humble, X = bold/concise, IG = visual/keyword-rich)

Adapt video format (9:16 for TikTok/Reels/Stories, 1:1 for Feed, 16:9 for YouTube)

Each platform should feel like your primary platform, not an afterthought

Funnel Mapping Across Platforms

| Funnel Stage | Best Platforms | Content Type | |-------------|---------------|--------------| | Awareness | TikTok, Instagram Reels, Pinterest, Facebook Ads | Entertaining/educational video | | Interest | X threads, Instagram carousels, Reddit posts | Deep dives, how-to content | | Consideration | Reddit, Google Search, Pinterest | Reviews, comparisons, detailed guides | | Intent | Google Ads, Facebook Retargeting, Pinterest Shopping | Product demos, testimonials, offers | | Purchase | Google Shopping, Facebook Conversion Ads, Nextdoor Deals | Direct response ads | | Loyalty | Facebook Groups, X community, Email | Exclusive content, community, support | | Advocacy | Reddit, Nextdoor, All platforms | UGC, reviews, referral programs |

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Account Warm-Up Protocols

Universal Phases

Phase 1: Foundation (Days 1-7)

Complete 100% of profile information

Professional/authentic profile and cover photos

Keyword-rich bios

Follow/connect with 20-50 relevant accounts

Consume content 15-30 min/day

Post 0-1 times (value only, no links, no promotions)

Engage with 10-20 posts/day (genuine comments, likes)

Phase 2: Establishing Patterns (Days 8-21)

Increase posting to platform-appropriate frequency

Continue engaging with 20+ accounts/day

Diversify content formats

Still no promotional content

Build first relationships in your niche

Phase 3: Building Authority (Days 22-60)

Full posting cadence

Introduce brand-related content (80/20 value:promo)

Start using all platform features

Engage consistently at the same times daily (establishes pattern)

Begin outreach for collaborations

Phase 4: Scaling (Day 60+)

Full content strategy execution

Introduce paid amplification of top organic content

Direct promotional posts (within 80/20 framework)

Collaborate with established accounts

Implement full analytics and optimization

Platform-Specific Warm-Up Notes

X: Get Premium within Week 1. Text posts and replies first 2 weeks. No links until Month 2.

Instagram: Post to Feed AND Stories from Day 1. Start Reels in Week 2. Don't over-hashtag in Week 1. Engage heavily with niche accounts.

TikTok: Watch niche content 30 min before first post. Post 3 videos before heavy engagement. Use trending sounds from Day 1. Don't expect results until video 10-20.

Reddit: Lurk entire Week 1. First 20 interactions = helpful comments only. No links to own content until meaningful karma. Start in smaller subreddits.

Pinterest: Business Account from Day 1. Create 10-15 keyword-rich boards before pinning. Pin 5 Pins/day from the start. 3-6 months for Pinterest to understand your account.

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Daily/Weekly/Monthly Operations

Daily Operations Checklist

Morning Block (30 min) 1. Check all platform analytics from previous day 2. Review trending topics/sounds/hashtags 3. Identify engagement opportunities (conversations to join, comments to respond to) 4. Review scheduled content — adjust based on trends

Content Creation Block (60-90 min) 1. Create and schedule platform-specific content for the day 2. Adapt 1-2 pieces of content across multiple platforms 3. Create Stories/ephemeral content 4. Draft responses to frequently asked questions

Engagement Block 1 (30 min — around posting time) 1. Engage with 10-20 niche accounts (15 min before posting) 2. Publish primary content 3. Monitor and respond to early engagement (15 min after posting)

Engagement Block 2 (30 min — afternoon) 1. Respond to all comments, DMs, and mentions across platforms 2. Engage with community content 3. Participate in relevant conversations (especially X and Reddit)

Evening Review (15 min) 1. Review day's performance across platforms 2. Note top performers for replication 3. Adjust tomorrow's plan based on performance

Weekly Operations

Monday: Planning

Review previous week's analytics across all platforms

Set weekly content themes and goals

Plan cross-platform content calendar

Identify trending topics to incorporate

Tuesday-Thursday: Execution

Execute daily operations checklist

Batch create content for efficiency

Focus on highest-performing platforms

Friday: Community Building

Extra time for community engagement

Respond to Reddit threads

Engage in Facebook Groups

Collaborate with other accounts

Weekend: Light Touch

Schedule evergreen content

Monitor for time-sensitive engagement opportunities

Review competitors' content for insights

Monthly Operations

Analytics Deep Dive

Full performance report across all platforms

Top 10 performing posts — what patterns emerge?

Bottom 10 — what went wrong?

Benchmark against previous month

Adjust content strategy based on data

Content Strategy Review

Are content pillars still relevant?

Which platforms are delivering the best ROI?

Should budget/time allocation shift between platforms?

New trends or features to incorporate?

Audience Research

Review audience demographics and behavior

Check for new subreddits, hashtags, or communities

Update buyer personas based on engagement data

Survey the audience for direct feedback

Competitive Analysis

Review 3-5 competitors' social presence

Identify content gaps and opportunities

Note successful campaigns for inspiration (never copy)

Quarterly Operations

Strategic Review

Overall social media ROI assessment

Platform-by-platform performance evaluation

Decision: scale, maintain, or reduce per platform

New platform evaluation

Content Refresh

Update evergreen content

Refresh profile information and bios

Archive underperforming boards/highlights

Create new content series or campaigns

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Hook Library

Universal Hook Formulas

Problem-Solution Hooks

"Struggling with [problem]? Here's what finally worked for me."

"[N]% of [audience] get this wrong. Here's the fix."

"If [problem] keeps happening, you're probably doing [thing]. Try this instead."

Curiosity Hooks

"I spent [time] researching [topic]. What I found changed everything."

"Nobody talks about this [industry] secret, but it's the reason [result]."

"What would you do with [desirable outcome]? This makes it possible."

Authority Hooks

"After [N] years in [industry], here's what I know for sure."

"I've [helped/worked with] [N] [clients/companies]. The pattern is always the same."

"The top [N]% of [audience] all do this one thing differently."

Social Proof Hooks

"[Specific person/company] used this exact strategy to [achieve result]."

"[N] people have already [done thing]. Here's why it works."

"Every single [expert] I've talked to says the same thing about [topic]."

Urgency/FOMO Hooks

"[Thing] is changing in [timeframe]. Here's how to prepare."

"The window for [opportunity] is closing. Here's what you need to know."

"If you're not doing [thing] by [date], you're already behind."

Contrarian Hooks

"Popular opinion: [common belief]. Reality: [contrarian truth]."

"I'm going to say something controversial about [topic]."

"Everyone says [do thing]. I stopped, and [surprising result happened]."

Platform-Specific Hooks

X Hooks: See X Operations section above. Instagram Reel Hooks: See Instagram Operations section above. TikTok Hooks: See TikTok Operations section above.

For the full Hook Library, see: projects/content/hook-library.md

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Trust Building Architecture

The Trust Ladder

Stage 1: Stranger → Aware

Goal: Get seen

Platforms: TikTok FYP, Instagram Explore, Pinterest Search, Google Ads

Content: Entertaining, educational, shareable. Zero sales pitch

Metric: Impressions, reach, new followers

Stage 2: Aware → Interested

Goal: Demonstrate expertise

Platforms: X threads, Instagram carousel/Reels, Reddit posts

Content: How-to guides, case studies, industry insights, data

Metric: Engagement rate, saves, profile visits

Stage 3: Interested → Trusting

Goal: Build relationship

Platforms: Facebook Group, Instagram Stories, X conversations, Reddit engagement

Content: Behind-the-scenes, personal stories, responding to questions, AMAs

Metric: DMs, comments, Group activity, repeat engagement

Stage 4: Trusting → Customer

Goal: Convert

Platforms: Facebook/Google Ads (retargeting), Pinterest Shopping, Nextdoor Deals

Content: Testimonials, case studies with results, limited-time offers, free trials

Metric: Conversion rate, CPA, ROAS

Stage 5: Customer → Advocate

Goal: Activate word-of-mouth

Platforms: Reddit, Nextdoor, All platforms

Content: Exclusive offers for referrals, community features, user spotlights

Metric: Referral rate, UGC volume, recommendation count

Conversion Optimization Principles

Landing Page Alignment:

Every ad leads to a page matching the ad's promise

Landing page headline mirrors ad headline

Maintain visual consistency between ad and landing page

Mobile-first design (98%+ of Facebook traffic is mobile)

Load time under 3 seconds

Social Proof Deployment:

Real customer testimonials (video > text)

Specific results with numbers

Recognizable client/partner logos

Embedded social media mentions and reviews

Case studies as ad creative

The Value-First Funnel: 1. Free value (content, guides, tools) → builds trust 2. Low-commitment offer (email signup, free trial) → captures intent 3. Nurture sequence (email + retargeting ads) → deepens relationship 4. Core offer (product/service) → converts 5. Post-purchase value (support, community, upsells) → retains

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Analytics & Optimization

Key Metrics by Platform

X: Impressions, engagement rate, reply depth, profile visits, follower growth, link clicks Instagram: Reach/reach rate, saves per post, shares per post, Reel completion rate, Story engagement, follower growth velocity TikTok: Completion rate (70%+ = strong), rewatch rate (15%+ = excellent), share rate, follow-through rate, traffic source breakdown Reddit: Comment karma earned, upvote ratio, website traffic (UTM tracked), Google search visibility of posts Pinterest: Monthly views, saves (highest-value metric), CTR, follower growth, Pin performance over months Facebook: Post reach, engagement rate, video completion rate, Group growth, CTR Ads: CPA, ROAS, CTR, conversion rate, frequency (fatigue indicator), Quality/Relevance Score

The Optimization Loop

Test → Measure → Learn → Iterate

1. Hypothesis: "Short-form video with text overlay hooks will increase Reel completion rate" 2. Test: Create 5 with and 5 without over 2 weeks 3. Measure: Compare completion rates, shares, saves 4. Learn: Text hooks improved completion by X% 5. Iterate: Apply winning formula, test new variable

What to Test (Priority Order): 1. Hooks: First 3 seconds of video, first line of text 2. Content format: Reel vs Carousel vs Static vs Thread 3. Posting time: When does your audience actually engage? 4. CTA placement and wording 5. Visual style: UGC vs polished, bright vs dark, face vs no face 6. Caption length 7. Hashtag strategy

Red Flags to Watch:

Sudden engagement drop: Algorithm change or content-quality issue?

Follower growth stagnation: Time to test new content types

High reach but low engagement: Being seen but not resonating

High engagement but low conversions: Audience mismatch or offer problem

Rising CPA on ads: Creative fatigue, audience saturation, or competition

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Emergency Playbooks

Algorithm Change Response

1. Don't panic — monitor for 1 week before reacting 2. Check platform announcements and creator updates 3. Analyze which content types are now performing vs underperforming 4. Test new approaches based on updated signals 5. Adjust strategy within 2 weeks

Negative Viral Moment

1. Don't delete (usually makes things worse) 2. Respond quickly, honestly, take responsibility 3. Apologize specifically for what went wrong 4. Share what you're doing to fix it 5. Move forward with valuable content

Account Restrictions

1. Review platform policies to identify the violation 2. Appeal immediately if wrongly flagged 3. Reduce posting frequency temporarily 4. Avoid anything that could trigger additional flags 5. Gradually return to normal activity after restriction lifts

Ad Account Suspension

1. Review Meta/Google's policy violation notification 2. Remove the offending ad/creative immediately 3. Submit appeal with specific explanation 4. Have backup ad accounts for business continuity 5. Review all active ads for potential violations

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Reference Files

Full playbook: skills/social-manager/master-playbook.md

Content velocity targets: projects/content/velocity-targets.json

Hook library: projects/content/hook-library.md

Weekly content template: projects/content/weekly-content-template.md

Instagram operations: skills/instagram/SKILL.md

TikTok operations: skills/tiktok/SKILL.md

Facebook Ads operations: skills/facebook-ads/SKILL.md

Google Ads operations: skills/google-ads/SKILL.md

Nextdoor operations: skills/nextdoor/SKILL.md

Reddit operations: skills/reddit-master/SKILL.md