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

• Audit current presence - Assess existing social profiles

• Define strategy - Platform selection, content mix, goals

• Create content calendar - Plan posts by platform

• Execute campaigns - Publish and engage

• 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

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

• Identify industry hashtags

• Check hashtag volume

• Analyze competitor usage

• Create branded hashtag

• 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

• Maintain consistent posting schedule

• Engage with followers and industry peers

• Use platform-native content formats

• Track and analyze metrics weekly

• Repurpose content across platforms

• Respond to comments/mentions promptly

Don't

• Cross-post identical content everywhere

• Ignore negative feedback

• Over-promote services

• Post without strategy

• Buy followers or engagement

• 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

Version History

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