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name: suede-social description: "Suede-owned organic social strategy and content discipline. Use when planning platform mix, posts, threads, cross-platform calendars, repurposing, listening, engagement, or cadence for a founder or brand account. NOT FOR: Instagram-specific account audits, Reels, carousels, Stories, or daily Instagram loops (use suede-instagram-growth), paid ad creative (use suede-ad-creative), broader editorial strategy (use suede-content-strategy), full video production (use suede-video), or publishing and engagement without approval." metadata: version: 2.2.0

Suede Organic Social

Suede Social turns verified product context and live platform evidence into organic posts, threads, carousels, short-form scripts, listening briefs, and content calendars. It distinguishes creation from account action and keeps every publish or engagement step behind exact-content approval.

Before Creating Content

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

1. Goals

• What's the primary objective? (Brand awareness, leads, traffic, community)
• What action do you want people to take?
• Are you building personal brand, company brand, or both?

2. Audience

• Who are you trying to reach?
• What platforms are they most active on?
• What content do they engage with?

3. Brand Voice

• What's your tone? (Professional, casual, witty, authoritative)
• Any topics to avoid?
• Any specific terminology or style guidelines?

4. Resources

• How much time can you dedicate to social?
• Do you have existing content to repurpose?
• Can you create video content?

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Platform Quick Reference

Treat these as format hypotheses, not universal reach or frequency rules. Before setting cadence, read current official platform guidance plus the account's last 30–90 days of impressions, retention, saves, replies, follows, and production capacity. Start with the lowest cadence that can sustain quality, then change one variable at a time.

Platform	Common Fit Hypothesis	Formats to Test
LinkedIn	B2B, professional expertise	Text posts, documents, stories
Twitter/X	Real-time expertise and community	Short posts, threads, replies
Instagram	Visual brands and creator narratives	Reels, carousels, Stories
TikTok	Native short-form storytelling	Vertical video, series, replies
Facebook	Communities and local audiences	Groups, posts, native video

For detailed platform strategies: See references/platforms.md

For an Instagram-specific account audit, conversion map, Reel or carousel package, Story system, or daily Instagram loop, route to suede-instagram-growth instead of applying the cross-platform defaults here.

For hashtag limits and character counts: See references/platform-limits.md

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Content Pillars Framework

Start with 3–5 pillars only when that range fits the account's expertise, audience coverage, and production capacity. Merge or expand after the first review cycle based on current results.

Example for a SaaS Founder

Pillar	Starting Share Hypothesis	Topics
Industry insights	20–30%	Trends, data, predictions
Behind-the-scenes	20–30%	Building the company, lessons learned
Educational	20–30%	How-tos, frameworks, tips
Personal	10–20%	Stories, values, informed opinions
Promotional	0–10%	Product updates, offers

These ranges are a first content-mix test, not a universal formula. Reallocate from qualified audience response and business outcomes.

Pillar Development Questions

For each pillar, ask:

1. What unique perspective do you have?
2. What questions does your audience ask?
3. What content has performed well before?
4. What can you create consistently?
5. What aligns with business goals?

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Hook Formulas

The first line determines whether anyone reads the rest.

Curiosity Hooks

• "I was wrong about [common belief]."
• "The real reason [outcome] happens isn't what you think."
• "[Impressive result], and it only took [surprisingly short time]."

Story Hooks

• "Last week, [unexpected thing] happened."
• "I almost [big mistake/failure]."
• "3 years ago, I [past state]. Today, [current state]."

Value Hooks

• "How to [desirable outcome] (without [common pain]):"
• "[Number] [things] that [outcome]:"
• "Stop [common mistake]. Do this instead:"

Contrarian Hooks

• "Unpopular opinion: [bold statement]"
• "[Common advice] is wrong. Here's why:"
• "I stopped [common practice] and [positive result]."

Named defaults to avoid

A hook formula invites the exact copy these produce by default. Reject a draft that contains any of them and rewrite from the claim's actual evidence:

• Engagement-bait questions with no stake ("Thoughts?", "Agree?", "Who else?").
• Manufactured awe ("Let that sink in", "This changes everything").
• Contrarianism with no evidence: an "unpopular opinion" the account cannot defend with an observed result or a named source.
• A hook wrapped around an unproven claim. If the payoff has no owned metric, named source, or demonstrable artifact behind it, fix the claim, not the hook.
• Fake specificity: invented percentages, round-number results, or timelines the account did not measure.

Run final copy through suede-deslop before it goes out for approval.

For post templates and more hooks: See references/post-templates.md

For carousels (Instagram carousels, LinkedIn document posts): See references/carousel-frameworks.md, five slide-by-slide narrative architectures (Value-Stack, Problem-Proof, Hack List, Rant Callout, Demo Walkthrough) with framework selection guidance, per-slide copy slots, platform notes, and a production checklist. Pick the framework before writing slides.

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Content Repurposing System

Test whether one approved source can yield several useful, distinct assets without stretching the evidence or repeating the same point.

Blog Post → Social Content

Platform	Format
LinkedIn	Key insight with link placement tested against current guidance and account results
LinkedIn	Carousel of main points
Twitter/X	Thread of key takeaways
Instagram	Carousel with visuals
Instagram	Reel summarizing the post

Podcast / Video → Social Content

Extract "content atoms": self-contained moments from any long-form content that work on their own:

Atom Type	What to Look For	Candidate Formats to Test
Quotable moment	A bold claim, hot take, or memorable line (15-60 sec)	Twitter/X, LinkedIn, TikTok
Story arc	A complete mini-story with setup, conflict, resolution (60-90 sec)	Instagram Reels, TikTok, YouTube Shorts
Tactical tip	A specific how-to or framework explained clearly (30-60 sec)	LinkedIn, YouTube Shorts
Controversial take	A contrarian opinion that sparks debate	Twitter/X, LinkedIn
Data/stat callout	A surprising number or research finding	LinkedIn carousel, Twitter/X
Behind-the-scenes	Authentic, unpolished moments	Instagram Stories, TikTok

Podcast repurposing workflow:

1. Get transcript: use Whisper, Descript, or your podcast host's transcription
2. Mark timestamps: flag the 5-10 best moments while listening or scanning transcript
3. Extract clips: pull video/audio clips for each moment (Descript, Opus Clip, or manual)
4. Write standalone captions: each clip needs context; don't assume the viewer heard the rest
5. Add subtitles: make the clip accessible without assuming a universal sound-off rate
6. Plan a distribution test: choose timing from current cadence, source volume, approval capacity, and account evidence

Starting extraction hypothesis, only when the source supports enough distinct moments and the team can review them:

• 3-5 short video clips or audiograms (15-60 sec) for Reels/TikTok/Shorts
• 1-2 LinkedIn text posts from key insights
• 1 Twitter/X thread of takeaways
• 1 carousel summarizing the main framework or list
• 1 newsletter section or blog post from the best segment

Webinar / Live Event → Social Content

Extract	Format
Key slides with commentary	LinkedIn carousel
Q&A highlights	Twitter/X thread
Speaker quotes	Quote graphics for Instagram/LinkedIn
Audience reactions/poll results	Engagement posts
Full recording → short clips	Reels, TikTok, Shorts

Newsletter → Social Content

Extract	Format
Main insight	LinkedIn post
Curated links with commentary	Twitter/X thread
Data or stat	Quote graphic
Hot take or opinion	Twitter/X post, LinkedIn

Repurposing Workflow

1. Create pillar content (blog, video, podcast, webinar, newsletter)
2. Extract content atoms (5-10 per piece: quotes, stories, tips, data)
3. Adapt to each platform (format, length, and tone)
4. Write standalone captions (each post must work without context)
5. Plan distribution from current cadence and approval capacity
6. Test updates or reshares only when current relevance and account evidence support them

X: Third-Party Video + Owned Article

When promoting an owned X Article with a relevant third-party video:

1. Use only the video as native media, and only with a lawful basis to reuse it. Preserve source attribution.
2. Do not quote, repost, or inherit the third party's whole post, caption, replies, or engagement context.
3. Create a fresh post from the approved account with the exact approved copy, then place the owned Article status URL at the end so X renders the owned Article as the quoted card.
4. Before publishing, verify the identity, native video, owned Article card, exact text, audience, and reply settings.
5. After publishing, verify the live post still contains both the native video and owned Article card, then capture the permalink.

If X's Quote composer accepts the video but leaves publishing disabled, use the fresh-post construction above or report the blocker. Never substitute a quote of the third party's post.

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Content Calendar Structure

Illustrative Planning Grid

Use this only as a worksheet shape. Fill cells from the approved platform hypotheses and production capacity; blank cells are valid.

Slot	LinkedIn	Twitter/X	Instagram
1	Industry insight	Thread	Carousel
2	Behind-scenes	Reply draft	Story test
3	Educational	Short post	Reel test

Calendar row schema

Every calendar row returned to the user carries these exact fields. A row missing evidence source, test variable, or approval status is not ready to return:

Slot/date + timezone | platform | pillar | hook | payoff | CTA
Evidence source | one variable under test | primary metric
Asset owner | production status | approval status

For the post draft itself, do not restate a template here: write it from references/post-templates.md, which owns the exact LinkedIn, X thread, carousel, and Reel skeletons.

Batching Pilot

Set the timebox and output count from current capacity. A possible first pilot:

1. Review content pillar topics.
2. Draft one or two variants for each selected platform.
3. Prepare only the approved asset concepts.
4. Return the batch for exact-content review before scheduling or publishing. Each batch item is one calendar row in the schema above, plus its draft.

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Engagement Strategy

Participation test (15–30 minute starting estimate)

1. Triage relevant comments on owned posts.
2. Draft 2–5 substantive replies to approved target-account posts.
3. Draft at most one share or quote post when it adds sourced context.
4. Draft a direct message only when the relationship and platform norms support it; never send without exact-content and identity approval.

Run this on 3–5 active days for two weeks only as a starting hypothesis. Compare qualified replies, profile visits, follows, and time cost with the prior period.

For surfacing which posts may merit a comment draft (bounded ranked lists, brand/competitor monitoring, intent-signal triage), see references/listening.md. To set up the source list that feeds it, use references/listening-sources-template.md.

Quality Comments

• Add new insight, not just "Great post!"
• Share a related experience
• Ask a thoughtful follow-up question
• Respectfully disagree with nuance

Building Relationships

• Build a bounded account set with explicit audience-fit reasons
• Participate only when the post is relevant and the visible identity is approved
• Share their content with credit
• Eventually collaborate (podcasts, co-created content)

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Analytics & Optimization

Metrics That Matter

Awareness: Impressions, Reach, Follower growth rate

Engagement: Engagement rate, comments, shares/reposts, saves; weight them according to the campaign objective rather than a universal hierarchy

Conversion: Link clicks, Profile visits, DMs received, Leads attributed

Review Interval

• Choose an interval that contains enough comparable posts; weekly is only a starting estimate for active accounts.
• Compare a higher- and lower-performing cohort and test why they differed.
• Follower growth trend
• Engagement rate trend
• Timing patterns from current account data, with sample size and timezone

Optimization Actions

If engagement is low:

• Test new hooks
• Post at different times
• Try different formats
• Test a bounded participation routine

If reach is declining:

• Compare link and no-link posts at similar account conditions
• Test one cadence change within production capacity
• Compare comments, text, document, image, and video formats against the account baseline

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Scheduling Best Practices

When to Schedule vs. Post Live

Schedule: Core content posts, Threads, Carousels, Evergreen content

Post live: Real-time commentary, Responses to news/trends, Engagement with others

Queue Management

• Set queue depth from current news sensitivity, approval capacity, and account cadence
• Review the queue before publication and whenever material context changes
• Leave gaps for spontaneous posts
• Adjust timing based on performance data

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Evidence-Based Content Pattern Analysis

Instead of guessing, analyze a lawful, recent sample from comparable accounts:

1. Define comparables: Similar audience, offer, account maturity, and platform; record why each account belongs in the sample.
2. Collect a bounded sample: Use only data the current platform and account access lawfully expose. Set the count from available volume and stop when another batch no longer changes the leading patterns.
3. Analyze patterns: Compare hooks, formats, CTAs, reach, retention, saves, and replies only where the platform exposes those measures.
4. Codify playbook: Document repeatable patterns
5. Layer your voice: Apply patterns with authenticity
6. Convert: Bridge attention to business results

For the complete framework: See references/reverse-engineering.md

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Short-Form Video (TikTok, Reels, Shorts)

Short-form video may be a useful discovery format when current platform guidance and account-level results support it. Verify that premise for the specific account before prioritizing it; the frameworks below organize a test, not a guaranteed reach outcome.

Platform test specs

Verify current official upload requirements and the authenticated composer before production. If account evidence is unavailable, use these as first-test ranges, not optimal lengths:

Platform	Starting Length Test	Starting Canvas	Evidence to Read
TikTok	15–60 seconds	9:16	Retention, completion, qualified actions
Reels	15–45 seconds	9:16	Retention, saves, shares, qualified actions
Shorts	20–60 seconds	9:16	Retention, rewatches, search and channel actions

Opening-hook hypothesis

Test whether the first 1–3 seconds establish enough visual, verbal, or text context to retain the intended viewer. Use one or more hook modes as the concept requires; do not require all three without account evidence:

[VISUAL HOOK] + [VERBAL HOOK] + [TEXT OVERLAY]

Compare opening variants against the account's comparable-format retention baseline before standardizing the pattern.

Video Structures

Pick the beat sheet before scripting. All five structures (Problem-Solution, List Format, Tutorial, Story Arc, POV/Skit) with timings and fit hypotheses, plus the caption spec below, live in references/short-form-video.md; read it whenever a short-form script or its on-screen text is actually being written.

Caption & Subtitle Best Practices

Captions are an accessibility default, not a watch-time claim. Hard caps: max 2 lines on screen, 3-5 words per line, timing matched to speech. Caption tooling, export specs, and edit execution belong to suede-video.

Common Mistakes

1. Unclear opening: test whether the premise is understood in the first 1–3 seconds
2. No accessible captions: provide captions independent of sound-off-rate assumptions
3. Unusable audio: verify speech intelligibility on target devices
4. Unsupported length: compare length bands against retention and the idea
5. Missing next step: include a CTA only when the objective needs one
6. Unreviewed comments: choose response priority from relevance and account evidence, not a universal first-hour rule

For video hook formulas and scripting templates: See references/short-form-video.md

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Halt Contract

Use this exact format when account access, asset rights, visible identity, or exact-content approval blocks the requested result, including when the publish/engagement gate in Boundaries fires:

HALT: <one-line blocker>
Why it blocks: <specific missing authority or evidence>
Resolve with:
1. <option>
2. <option>
3. <option, when useful>
Waiting for: <the exact item or approval>

Continue with safe drafts, calendars, or worksheets only when they remain useful and do not imply the blocker was resolved.

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Boundaries

• Do not publish, schedule, reply, follow, message, like, repost, or otherwise act as an account without explicit approval of the exact content and visible identity.
• Do not invent performance, trends, quotes, audience sentiment, or account access; distinguish observed platform evidence from hypotheses.
• Do not impersonate people, scrape private spaces, evade platform rules, or turn sensitive personal data into engagement material.

Routing

• Use suede-instagram-growth for Instagram-specific account audits, conversion mapping, Reels, carousels, Stories, calendars, and daily loops.
• Use suede-content-strategy for the broader editorial system.
• Use suede-newsroom when one approved idea has to fill several surfaces and each asset needs its own argument, or when the pipeline itself needs roles, handoff contracts, and a campaign record. Route a recurring founder interview or voice note with separate founder-account and company-account jobs to that skill's founder-led mode. This skill decides where and when; that one decides what each asset argues.
• Use suede-video for full video generation and production, including caption tooling, export specs, and edit execution.
• Use suede-clip-to-guide to turn a clip, interview moment, or talk excerpt into a short-to-long package that bridges to an Article, newsletter, or guide.
• Use suede-ad-creative for paid social concepts and variants.
• Use suede-analytics for channel measurement and performance readback.
• Use suede-deslop for the final anti-slop pass on any copy that will be published.