Anglesite/anglesite-skills

Provide proactive social media strategy, content planning, and profile optimization for small business owners. Called during /anglesite:start (initial setup), /anglesite:check (periodic review), by the seasonal skill, or when the owner asks about social media. Complements the repurpose skill, which generates reactive blog-to-social post copy — this skill covers the full social media presence.

Architecture decisions

• ADR-0006 IndieWeb POSSE — the website is the canonical source; social profiles funnel back to it
• ADR-0011 Owner ownership — strategy is collaborative; never post on the owner's behalf

When to invoke this skill

• During /anglesite:start — after the site is live, offer an initial social strategy
• During /anglesite:check — include a brief "Social presence" section in the health report
• When the seasonal skill surfaces content hooks — feed them into the content calendar
• When the owner asks "what should I post?", "help with social media", "set up my Instagram", or similar

Present strategy as guidance, not directives. The owner decides which platforms to use and how often to post.

Step 1 — Read context

Read .site-config for:

• BUSINESS_TYPE — determines platform recommendations and content themes
• SITE_DOMAIN — for profile link recommendations
• SITE_NAME — for personalized guidance
• SITE_TYPE — business, portfolio, web-artist, etc.

If BUSINESS_TYPE is set, read references/docs/smb/<BUSINESS_TYPE>.md for:

• Recommended platforms (under social media or marketing sections)
• Tone and communication style
• Content ideas and key dates
• Target audience

Brand voice profile

Check for docs/brand-voice.md in the project. If it exists, read it to align all social content with the established brand tone, audience, and vocabulary. This file is shared with the copy-edit and repurpose skills.

If docs/brand-voice.md does not exist and this is a conversational invocation (not from check), mention it: "If you'd like your social content to have a consistent voice, I can help you define one — just ask me to review your copy and we'll start there." Do not run the brand voice interview yourself — that belongs to the copy-edit skill.

Step 2 — Platform selection and profile setup

Recommend platforms

Use the business type guide to suggest 2-3 primary platforms. Defaults by category:

Business type	Primary platforms
Restaurant, cafe, bakery, food truck	Instagram, Google Business Profile, Facebook
Salon, spa, beauty	Instagram, Google Business Profile, booking platform
Contractor, trades, home services	Google Business Profile, Nextdoor, Facebook
Professional services (legal, accounting, consulting)	LinkedIn, Google Business Profile
Retail, boutique	Instagram, Facebook, Google Business Profile
Creative, portfolio, web-artist	Instagram, X/Bluesky, Reddit (r/creativecoding)
Health, fitness, wellness	Instagram, Google Business Profile, Facebook

Ask the owner: "I'd recommend [platforms] for a [business type]. Are you active on any of these? Any others you use?" Meet them where they are — don't push platforms they won't maintain.

Optimize each profile

For each platform the owner uses, generate copy-paste-ready profile content:

## [Platform] (@handle or business name)

**Bio** ([char limit] chars):
[Drafted bio matching brand voice, ending with location or CTA]

**Link**: [site domain] (or link-in-bio pointing to key pages)
**Profile photo**: [Recommendation — logo on brand color, or signature product/service photo]
**Cover/header**: [Recommendation matching brand imagery]

Platform-specific guidance:

• Instagram (150 char bio): Lead with what you do, add location, end with CTA arrow pointing to link. Suggest Highlights categories relevant to the business.
• Facebook: Full business details (hours, phone, address). Category and subcategory selection. CTA button recommendation (Book Now, Order Food, Contact Us, etc.).
• Google Business Profile: Verify the listing. Complete every field — hours, services, attributes, description (750 chars). Posts as "What's New" updates.
• LinkedIn: Professional headline format. About section framing expertise and who you serve. Featured section linking to key site pages.
• X/Bluesky: Short punchy bio. Pin a tweet/post that best represents the business.
• Nextdoor: Claim the business page. Neighborhood-first tone. Respond to local recommendations.

Every profile should funnel back to the website. Social profiles are outposts — the website is home base.

Step 3 — Content pillars

Help the owner define 3-5 recurring content themes. Start with these defaults, then tailor based on the business type guide's "Content ideas" section:

Pillar	What it covers	Example
Educate	Tips, how-tos, industry knowledge	"3 signs your AC needs service before summer"
Behind the scenes	Process, team, workspace	"Watch us decorate 200 cupcakes for a wedding"
Social proof	Testimonials, reviews, transformations	"Before/after: Sarah's kitchen remodel"
Promote	Offers, new products/services, availability	"Now booking holiday party catering"
Connect	Community involvement, local events, personal touches	"Proud sponsor of [Local] Little League"

Present these to the owner and ask which resonate. Some businesses lean naturally toward certain pillars — a bakery toward behind-the-scenes, a contractor toward social proof. Narrow to 3-4 pillars that the owner can realistically sustain.

Explain the 80/20 rule: 80% value content (educate, behind the scenes, connect), 20% promotional. Promotional fatigue drives unfollows.

Step 4 — Content calendar

Generate a rolling content calendar (4-8 weeks) as a markdown file at docs/social-calendar.md.

Calendar inputs

1. Seasonal hooks — read from references/docs/smb/seasonal-calendar/ for the current quarter and pull from the business type guide's "Key dates" section
2. Industry-specific events — business-relevant awareness days (National Hairstylist Day for salons, Small Business Saturday for all, etc.)
3. Local events — ask the owner: "Any local festivals, markets, sports seasons, or community events coming up?"
4. Content pillar rotation — balanced mix across the owner's chosen pillars

Posting cadence

Recommend sustainable frequencies. Quality over quantity — a restaurant posting 3x/week with great food photos beats daily low-effort posts.

Platform	Recommended frequency
Instagram (feed + stories)	3-5x/week
Facebook	2-3x/week
Google Business Profile	1x/week
LinkedIn	2-3x/week
X/Bluesky	3-5x/week
Nextdoor	1-2x/week

Adjust down if the owner signals these feel like too much. Two great posts per week beats five mediocre ones.

Calendar format

Write the calendar to docs/social-calendar.md:

# Social Media Calendar

Generated [date]. Covers [date range].

## Week of [date]

| Day | Platform | Pillar | Idea | Format |
|-----|----------|--------|------|--------|
| Mon | Instagram | Behind the scenes | [Specific idea for this business] | Reel/video |
| Tue | Facebook | Educate | [Specific idea] | Text + photo |
| Wed | Instagram | Social proof | [Specific idea] | Carousel |
| Thu | Google | Promote | [Specific idea] | Update + photo |
| Fri | Instagram | Connect | [Specific idea] | Story |

## Week of [date]
...

Post ideas

For each calendar entry, include:

• Hook/concept — one sentence describing the post
• Platform — which platform it's best suited for
• Content pillar — which pillar it belongs to
• Format — photo, carousel, video/reel, text post, story
• Caption direction — tone and angle, not full copy (the owner should personalize)
• Hashtag suggestions — from business type guide + local tags

Step 5 — Engagement coaching

Present these as best practices, not a checklist. Frame them conversationally:

Respond to everything

Reply to every comment within 24 hours. It's visible to future customers browsing your profile. Reply to DMs — many customers use DMs as a contact form.

Engage locally

Comment on other local businesses' posts and community pages. Follow and interact with neighboring businesses. This builds real relationships that lead to cross-referrals.

Encourage user-generated content

Ask happy customers to share photos and tag the business. Reshare customer posts (with permission) — it's authentic social proof and the customer feels appreciated.

Handle negative comments professionally

Don't delete negative comments — respond professionally and take it offline. "We're sorry to hear that — please DM us so we can make it right." This shows future customers you care. For deeper guidance, see the reputation skill.

Batch content creation

Suggest the owner batch-create content: shoot several photos in one session, write a week's captions in one sitting. This makes posting feel sustainable rather than a daily burden.

Non-interactive context (from /anglesite:check)

When invoked from the check skill, provide a brief "Social presence" section — not the full strategy. Focus on:

• Whether social profiles link back to the website
• Whether the owner has posted recently (ask, don't check — you can't access their social accounts)
• One actionable suggestion for the next week

Example:

Social presence

• Make sure your Instagram bio links to your website — it's the #1 way visitors find you from social
• Consider a Google Business Profile post this week about [upcoming seasonal hook]
• If you're posting regularly, great — consistency matters more than frequency

Integration with other skills

Skill	Relationship
repurpose	Generates posts FROM blog content (reactive); social-media plans content proactively. When a blog post is published, repurpose handles the social posts for it.
seasonal	Surfaces seasonal content hooks; social-media incorporates them into the calendar.
reputation	Covers review monitoring and response in depth; social-media touches engagement broadly. Defer to reputation for review-specific coaching.
copy-edit	Shares docs/brand-voice.md for consistent tone. Copy-edit owns the brand voice interview; social-media reads the result.
start	Invokes social-media after the site is live for initial strategy.
check	Invokes social-media for the "Social presence" health report section.

Keep docs in sync

After first run:

• docs/social-calendar.md — the content calendar artifact. Update on subsequent invocations rather than creating a new file.
• docs/architecture.md — note social-calendar.md if created.
• If the owner's social handles are shared, note them in .site-config (e.g., SOCIAL_INSTAGRAM=@handle) for use by repurpose and profile optimization.