Presence Refresh
Keep the brand's social presence fresh, current, and optimized for conversion. Static profiles signal a dead brand. This skill manages ongoing profile optimization triggered by content performance and campaign cycles.
Purpose
A stale profile is a signal that the brand isn't active. Fresh bios, current pinned posts, and updated banners communicate "we're here, we're active, and we have something worth paying attention to right now."
When to Use
- High-performing content drops (pin it, reference in bio)
- Campaign or product launch
- Seasonal update
profile-auditfound issues- Link-in-bio needs optimization
Inputs Required
- Current bio per platform
- High-performing posts to consider for pinning
- Campaign/event schedule
- Brand visual assets (if updating banners)
Quick Reference
| Element | Refresh Trigger | Frequency |
|---|---|---|
| Bio text | New offer, new positioning, campaign focus | Monthly or per campaign |
| Pinned post | New top-10% post by engagement | As needed |
| Header/banner | Campaign, season, rebrand | Quarterly or per campaign |
| Link in bio | Campaign priority shift | Per campaign or weekly |
| IG Story highlights | New content themes | Monthly |
Procedure
-
Review current bios. Does each clearly state who you help, what you do, why it matters? Draft updated bio variants. Founder approval required.
-
Check pinned posts. After every
performance-report, flag posts in top 10% of engagement. Pin criteria: high engagement + represents current focus + has working CTA + not time-sensitive. -
Update headers/banners for campaigns, seasonal refresh, or visual rebrand. Delegate visual concept to
visual-plan+image-prompt. -
Optimize link-in-bio: What's the single most important action right now? Update destination. Remove outdated links from link-in-bio tool.
-
Refresh IG Story highlights. Archive outdated, add new categories, design branded covers.
Output Format
# Presence Refresh: [Date / Trigger]
## Bio Updates
**X:** Current "[bio]" → Proposed "[new bio]"
**LinkedIn:** [Same]
**IG:** [Same]
**TikTok:** [Same]
## Pinned Post Rotation
**Platform:** [Name] | **Current:** [Post] | **Proposed:** [New post] | **Status:** [Approved / Live]
## Header/Banner
**Platform:** [Name] | **Current:** [Description] | **Proposed:** [Concept] | **Status:** [In design / Live]
## Link-in-Bio
**Destination:** [URL] — [What it promotes]
**Status:** [Updated / Needs update]
## Refresh Summary
| Element | Last Updated | Next Scheduled | Status |
|---------|-------------|---------------|--------|
| Bios | [Date] | [Date] | [Current / Needs update] |
| Pinned posts | [Date] | Weekly | [Current / Needs update] |
| Banners | [Date] | [Date] | [Current / Needs update] |
| Link-in-bio | [Date] | Weekly | [Current / Needs update] |
Done Criteria
The skill is complete when:
- Bios are reviewed and updated per platform
- Pinned posts reflect current best content
- Banners are current (no outdated campaign visuals)
- Link-in-bio destination matches the current priority
- Founder has approved all changes
Pitfalls
- Changing bio too frequently (audience forgets what you do)
- Pinning a post just because it performed well (it also needs to represent current focus)
- "Link in bio" going to homepage instead of a specific destination
- Updating link for a post but forgetting to update it back after the window closes
Verification
Open every profile. Clear message in under 5 seconds? Pinned posts worth pinning? Links work? Would a first-time visitor know exactly what to do next?