# /cm:social — Social Media Campaign Planning

Plan and execute a complete social media campaign across platforms with clear goals, content calendar, and engagement tactics.

## What It Does

Guides you through social campaign planning from goal-setting to execution, with platform-specific strategies and a 30-day content calendar template.

## Process

### Step 1: Define Campaign Goal

**Choose ONE primary goal:**

**Awareness** → Reach new audiences, build brand visibility  
- Metrics: Impressions, reach, follower growth  
- Platforms: Twitter (virality), LinkedIn (B2B reach), Instagram (visual)  

**Engagement** → Build community, start conversations  
- Metrics: Likes, comments, shares, reply rate  
- Platforms: Twitter (conversations), LinkedIn (thought leadership), Reddit (niche communities)  

**Conversion** → Drive signups, demos, downloads  
- Metrics: Link clicks, conversions, cost per acquisition  
- Platforms: LinkedIn (B2B), Facebook/Instagram (paid ads), Twitter (DMs)  

**Write your goal:**  
"Increase [metric] by [X%] in [timeframe] via [platforms]"

**Example:**  
"Increase demo bookings by 30% in 30 days via LinkedIn + Twitter organic content"

---

### Step 2: Platform Selection

**Match platform to goal + audience:**

#### LinkedIn (B2B Decision-Makers)

**Best for:**
- Thought leadership
- B2B SaaS positioning
- Recruitment / employer branding
- CEO / executive visibility

**Content that works:**
- Personal stories (career lessons, founder journey)
- Industry insights (hot takes, trend analysis)
- How-to guides (tactical value)
- Company milestones (funding, launches, hiring)

**Frequency:** 3-5 posts/week (consistency > volume)

**Engagement tactics:**
- Comment on other posts (first-comment strategy)
- Tag relevant people (not spammy)
- Use carousels (higher engagement than single images)
- Native video > external links (LinkedIn prioritizes native)

---

#### Twitter/X (Developers, Tech Enthusiasts, Early Adopters)

**Best for:**
- Real-time updates
- Product launches (tech audience)
- Viral reach (retweets > likes)
- Customer support / community

**Content that works:**
- Threads (storytelling, how-tos)
- Hot takes (polarizing but authentic)
- Memes (if on-brand)
- Screenshots (product updates, metrics, wins)

**Frequency:** 1-3 tweets/day (or thread-heavy: 3-5/week)

**Engagement tactics:**
- Reply to mentions within 1 hour
- Quote-tweet relevant convos (add value, don't hijack)
- Use polls (easy engagement)
- Piggyback on trending topics (when relevant)

---

#### Instagram (Visual Brands, DTC, Lifestyle)

**Best for:**
- Visual storytelling
- Behind-the-scenes
- Influencer partnerships
- E-commerce (product showcases)

**Content that works:**
- Reels (short, snappy, trending audio)
- Carousels (educational, swipeable)
- Stories (daily updates, polls, Q&A)
- UGC (user-generated content)

**Frequency:** 3-5 posts/week + daily stories

**Engagement tactics:**
- Story stickers (polls, questions, quizzes)
- Respond to DMs quickly
- Collaborate with micro-influencers
- Use location tags + relevant hashtags

---

#### Facebook (Older Demographics, Community Groups)

**Best for:**
- Local businesses
- Community building (groups)
- Paid ads (lookalike audiences, retargeting)
- Events

**Content that works:**
- Video (native uploads, not YouTube links)
- Live video (Q&A, behind-the-scenes)
- User-generated content
- Community discussions (in groups)

**Frequency:** 3-4 posts/week

**Engagement tactics:**
- Create a Facebook Group (owned community)
- Go live regularly (Facebook prioritizes live)
- Use Facebook Events (for webinars, launches)
- Boost top-performing posts with ads

---

#### Reddit (Niche Communities, Product Launches)

**Best for:**
- Product Hunt-style launches
- Technical deep-dives
- Feedback / beta testing
- Underdog brands (anti-corporate vibe)

**Content that works:**
- AMAs (Ask Me Anything)
- Detailed how-tos (technical depth)
- Transparent founder stories (no BS)
- Memes (if subreddit allows)

**Frequency:** 1-2 posts/week (quality > quantity)

**⚠️ Rules:**
- Read subreddit rules FIRST (most ban self-promo)
- Engage authentically (don't just drop links)
- Respond to every comment
- Use alt accounts carefully (Reddit hates astroturfing)

---

### Step 3: Content Mix Strategy

**Don't post only promotional content.** Use the 40/20/20/20 rule:

| Type | % | Purpose | Example |
|------|---|---------|---------|
| **Educational** | 40% | Teach, provide value | How-to thread, tips, frameworks |
| **Social Proof** | 20% | Build credibility | Case studies, testimonials, wins |
| **Promotional** | 20% | Drive conversions | Product launches, demos, offers |
| **Personal** | 20% | Build connection | Founder stories, team culture, lessons learned |

**Why this works:**
- Builds trust before asking for anything
- Algorithm favors diverse content (not just links)
- Audience stays engaged (not just sold to)

---

### Step 4: 30-Day Content Calendar Template

| Date | Platform | Type | Topic | Format | Status |
|------|----------|------|-------|--------|--------|
| Mar 15 | LinkedIn | Educational | "5 Mistakes in Email Marketing" | Carousel | Draft |
| Mar 16 | Twitter | Personal | "Why we built [Product]" | Thread | Planned |
| Mar 18 | LinkedIn | Social Proof | Customer case study | Single post | Published |
| Mar 19 | Twitter | Promotional | Product launch | Tweet + image | Scheduled |
| Mar 20 | LinkedIn | Educational | "How to measure CAC" | Single post | Draft |
| ... | ... | ... | ... | ... | ... |

**Fill out:**
- **Week 1:** 7 posts (2 educational, 1 social proof, 1 promotional, 1 personal, 2 engagement posts)
- **Week 2:** 7 posts (same mix)
- **Week 3:** 7 posts (same mix)
- **Week 4:** 7 posts (same mix)

**Bonus:** Add 2-3 "reactive" slots (respond to news, trends, viral posts)

---

### Step 5: Hashtag Research Framework

**Purpose:** Increase discoverability without looking spammy

#### LinkedIn Hashtags

**Use 3-5 per post:**
- 1 broad (#Marketing, #SaaS)
- 1 niche (#B2BMarketing, #ProductLedGrowth)
- 1 branded (#CompanyName or #ProductName)
- 1-2 trending (check LinkedIn's "Trending" section)

**Where to place:** End of post (not mid-sentence)

**Example:**  
"[Your post content here]

#B2BMarketing #SaaS #ProductLedGrowth #MarketingAutomation"

---

#### Twitter Hashtags

**Use 1-2 per tweet:**
- Tweets with 1-2 hashtags get 21% more engagement
- 3+ hashtags → engagement drops (looks spammy)

**Best practices:**
- Use in context (#buildinpublic in a thread about your journey)
- Jump on trending hashtags (only if relevant)
- Create branded hashtag for campaigns (#30DaysOfMarketing)

---

#### Instagram Hashtags

**Use 10-30 per post:**
- Mix of high-volume (#marketing 50M posts) + niche (#saasmarketing 100k posts)
- Hide in first comment (cleaner caption)

**Formula:**
- 5 broad (1M+ posts)
- 10 medium (100k-1M posts)
- 10 niche (10k-100k posts)
- 5 branded or location-based

**Research tool:** Hashtag analytics in Instagram Insights, or use RiteTag, Later

---

### Step 6: Engagement Tactics

**Engagement isn't just posting. It's participating.**

#### First-Comment Strategy (LinkedIn)

**Why:** LinkedIn algorithm prioritizes posts with early engagement

**How:**
1. Post your content
2. Immediately comment (add context, ask a question, or share a related link)
3. Ask 2-3 colleagues to comment in first 10 minutes
4. Reply to every comment within first hour

**Result:** More comments → higher reach

---

#### Tagging Strategy

**When to tag:**
- Mentioned someone in your post (give credit)
- Sharing someone's content (tag the creator)
- Collaborated with a partner (tag them)

**When NOT to tag:**
- Random people to "boost reach" (spammy)
- Competitors (unless it's a genuine shoutout)

---

#### Cross-Promotion

**Repurpose content across platforms:**

**Example workflow:**
1. Write a detailed LinkedIn post (300 words)
2. Extract 3 key points → Twitter thread
3. Turn into Instagram carousel (5 slides)
4. Quote best line → Twitter quote graphic
5. Expand into blog post → Link from all platforms

**Tools:** Repurpose.io, Buffer, Hootsuite

---

#### Story Engagement (Instagram/Facebook)

**Use interactive stickers:**
- **Poll:** "Which feature should we build next?"
- **Question:** "What's your biggest [pain point]?"
- **Quiz:** "Test your [topic] knowledge"
- **Countdown:** "Product launch in 3 days!"

**Why:** Stickers boost reach (Instagram rewards interaction)

---

### Step 7: Metrics to Track (Per Platform)

#### LinkedIn

**Engagement:**
- Impressions (how many saw it)
- Engagement rate (likes + comments + shares / impressions)
- Follower growth

**Conversion:**
- Link clicks (to landing page, blog)
- Profile views (are people checking you out?)

**Benchmark:** 2-5% engagement rate is good for organic

---

#### Twitter

**Engagement:**
- Impressions
- Engagement rate (likes + replies + retweets / impressions)
- Profile visits

**Conversion:**
- Link clicks
- Mentions (branded + unbranded)

**Benchmark:** 1-3% engagement rate (Twitter is lower than LinkedIn)

---

#### Instagram

**Engagement:**
- Reach (unique accounts)
- Engagement rate (likes + comments + saves / reach)
- Story completion rate (% who watch to the end)

**Conversion:**
- Link clicks (bio link or story swipe-ups)
- DMs (often where conversions happen)

**Benchmark:** 3-6% engagement rate (varies by follower count)

---

### Step 8: Create Campaign Brief

Compile everything into a one-page brief:

---

**Social Media Campaign Brief**

**Campaign Name:** [Name]  
**Duration:** [Start Date] – [End Date]  
**Owner:** [Your Name]

---

**Goal:**  
[Increase X by Y% in Z days via platforms A, B, C]

---

**Platforms:**
- [ ] LinkedIn (focus: [audience])
- [ ] Twitter (focus: [audience])
- [ ] Instagram (focus: [audience])
- [ ] Facebook (focus: [audience])
- [ ] Reddit (focus: [subreddits])

---

**Content Mix:**
- 40% Educational
- 20% Social Proof
- 20% Promotional
- 20% Personal

---

**Key Themes:**
1. [Theme 1]
2. [Theme 2]
3. [Theme 3]

---

**Content Calendar:** [Link to Google Sheet / Notion / Airtable]

---

**Hashtags:**
- LinkedIn: [list]
- Twitter: [list]
- Instagram: [list]

---

**Engagement Tactics:**
- First-comment strategy (LinkedIn)
- Reply within 1 hour (Twitter)
- Story stickers (Instagram)

---

**Success Metrics:**
- [Metric 1]: Target [X]
- [Metric 2]: Target [Y]
- [Metric 3]: Target [Z]

---

**Review Cadence:**
- Weekly check-in (every Friday)
- End-of-campaign debrief (within 7 days of completion)

---

## When to Use

- Launching a new product or feature
- Building brand awareness in a new market
- Driving event registrations (webinar, conference)
- Seasonal campaigns (end-of-year, new year resolutions)
- Before a fundraise (build momentum, visibility)

## Time Investment

**Planning:** 2-3 hours (goal setting + calendar creation)  
**Execution:** 5-7 hours/week (content creation + engagement)  
**Review:** 1 hour/week (metrics check + adjustments)

## Output

- Campaign goal statement
- Platform selection rationale
- 30-day content calendar (filled out)
- Hashtag lists per platform
- Engagement playbook
- Metrics tracking sheet
- One-page campaign brief

## Quality Bar

- **Single, measurable goal** (not "increase engagement" — "increase demo bookings by 30%")
- **Platform selection justified** (why LinkedIn vs. Twitter for this goal?)
- **30-day calendar populated** (at least 80% of slots filled with topics)
- **Content mix balanced** (not 80% promotional)
- **Engagement tactics defined** (not just "post and hope")
- **Metrics tracked weekly** (not just at the end)