---
name: "social_for_b2b"
description: "Build and run a B2B social media program: LinkedIn organic playbook, X thought-leadership routine, content mapped to real decision-makers and hidden buyers, plus account-based touches. Use whenever an agent needs to plan, draft, or measure B2B social content for LinkedIn and X."
---

# Social for B2B

## Purpose
The full agent-runnable workflow for B2B social media: pick the right buying group, write content decision-makers actually read, run LinkedIn and X with platform-correct tactics, layer account-based touches over named accounts, and measure what moves pipeline. Built so an agent can run the program week to week without a social-media manager in the loop.

## Concept (the whole thing in one paragraph)
B2B social is a pipeline: map the buying group (the named buyer plus the hidden buyers who shape the deal), turn their real priorities into three content pillars, publish platform-native content from personal voices (carousels and dwell-time posts on LinkedIn, native threads and real-time conversation on X), aim account-specific touches at a named target account list, and measure saves, quality replies, and pipeline touches instead of likes.

## Workflow

### 1. Map the buying group before writing anything
Never start with a content calendar. Start with people.
- **Named buyer:** job title, company size band, industry, the business problem they own.
- **Hidden buyers:** the people who never take a sales call but can stall or veto a deal: finance, legal, compliance, procurement, operations. Per the 2025 Edelman-LinkedIn B2B Thought Leadership Impact Report, over 40% of B2B deals stall from internal misalignment, and 79% of hidden buyers are more likely to champion a vendor that consistently produces strong thought leadership.
- Write one line per role: what that person fears and what outcome would make them say yes. A CFO cares about financial impact, not features. Procurement cares about vendor risk. Match every pillar to one of those lines.

### 2. Fix the three content pillars
Three pillars, each tied to a buyer priority, not to the product.
- **Industry insight:** trends, data, a take on where the market is going.
- **Proof:** customer outcomes, lessons from real projects, research findings.
- **How-to:** practical guidance the buyer can use this week, product or not.
Rule of thumb for mix: roughly 40% educational, 20% promotional, 20% industry news, 20% direct engagement (polls, questions, replies). If a draft reads like a brochure, it belongs in paid, not organic.

### 3. Run the LinkedIn organic playbook
LinkedIn is the core B2B channel and it runs on a few hard mechanics (see `references/stats.md` for sources).
- **Post from people, not the logo.** Personal profiles out-reach company pages roughly fivefold. Build founder and employee voices; use the company page for amplification and product news only.
- **Lead with document carousels.** PDF carousels are the highest-engagement format on the platform (about 6.60% average engagement, 8-12 slides, keep it short enough to finish).
- **Win the first 210 characters.** That is the "see more" cutoff. The hook decides reach.
- **Win the first 60 minutes.** Early dwell time plus quality comments in the first hour is the biggest reach lever. Be live to reply, and reply to every comment quickly.
- **Optimize for saves and dwell time, not likes.** Saves are the top distribution signal. Long-ish, scannable, genuinely useful posts beat quick one-liners.
- **No outbound links in the post body.** They cut reach roughly in half. Put the link in a first comment, or add it after the post has matured.
- **No hashtags, no engagement bait.** In 2026 the algorithm reads full copy; hashtags now slightly hurt, and "comment YES" style bait gets suppressed.
- **Cadence: 2-3 posts per week per voice, Tue-Thu mid-morning.** Consistency in one niche beats daily filler; topic authority compounds over 60+ days.
- **Comment daily on bigger accounts in the niche.** 15-20 minutes of substantive comments (15+ real words, a genuine take) is the cheapest follower-growth channel on the platform.

### 4. Run the X playbook
X is the real-time channel: industry conversation, thought leadership, and relationship building. It does not work like LinkedIn.
- **Write native, not link bait.** X rewards content that keeps people on the platform. One documented B2B case: switching from daily link posts (under 5% reach) to two native threads per week took impressions from a few hundred to over 11,000 and replies/DMs from roughly one a month to eleven.
- **Threads for deep dives, single posts for quick observations.** Put the full argument in the thread itself; the site is the follow-up, not the pitch.
- **Engage in the conversation.** Reply to industry threads, comment on posts from target accounts and influencers, quote with a real take. Visibility comes from being in the room, not from broadcasting.
- **Use DMs for warm outreach only.** Personalized DMs beat cold email for warm lists; never automate spray-and-pray outreach.
- **Optimize for the 50 accounts that could pay you, not the 50,000 who could like you.** Growth metrics that matter: quality followers (right titles, right companies), DM conversations started, meetings booked.
- **Keep the cadence sane:** one thread plus a few short posts per week, daily replies in your niche. Skip small-budget X ads; case evidence says they underperform.

### 5. Layer account-based touches
Organic builds authority; account-based work aims it at named accounts.
- **Name the list.** Not "midsize US companies." Named companies, with the specific roles inside each. 50-200 accounts is a real program.
- **Map each account.** Use LinkedIn (Sales Navigator if available) to find mutual connections, recent company news, and the actual people in the buying group.
- **Create account-specific content.** One page per cluster: their industry's pain point, a benchmark, a mistake you keep seeing in their vertical. Content that addresses a named account's pain points is the core ABM move.
- **Warm the account before outreach.** Follow key people, mention them when citing their work, engage with their posts for a week or two. People get notified; it is a passive drip of awareness.
- **Run custom-audience ads to the list.** LinkedIn matched audiences from a company list, aimed at the specific roles. Keep creative account-aware (industry, role), not generic.
- **Retarget.** Anyone from a target account who hits the site or a landing page gets sequenced follow-up content across channels.
- **Time it with intent.** If intent data (Bombora, 6sense, or even job-post and funding signals) shows an account researching, that is the week to push.

### 6. Work the weekly cadence
A minimal week for one active voice:
- **Mon:** draft this week's LinkedIn post + carousel outline.
- **Tue:** publish LinkedIn post (mid-morning), stay live for the first hour of replies.
- **Wed:** publish the X thread; spend 20 min replying in niche conversations.
- **Thu:** publish second LinkedIn post or carousel; engage on target-account posts.
- **Fri:** review the numbers, log what worked, draft next week.
Daily background: 15-20 min commenting on LinkedIn, real replies on X.

### 7. Measure what moves pipeline
Vanity metrics mislead. Track per post: saves, profile visits, quality comments (multi-sentence, right titles), DMs started, meetings booked. Per month: target-account engagement rate (how many named accounts interacted), content-attributed pipeline touches, and which pillar drove them. Kill pillars that entertain but never convert.

## Output Contract
When asked to build a B2B social program, produce:
1. **Buying-group map:** named buyer + hidden buyers with one-line fears and desired outcomes each.
2. **Three content pillars** tied to those outcomes, with the 40/20/20/20 mix applied.
3. **Two-week calendar:** dated LinkedIn posts (hooks written), carousel outlines, X threads, daily engagement blocks.
4. **Target account list:** 50-200 named companies with roles mapped and the warming sequence for week one.
5. **Measurement sheet:** the six metrics from step 7 with baselines.

## Operating Rules
1. **Accuracy rule (non-negotiable):** every factual claim in a skill output must be verified via web search or a primary source. Never invent numbers, dates, quotes, or events. Unverifiable = cut it or frame as opinion. No confident unverified claims, ever.
2. **Cite the stats bank:** platform numbers come from `references/stats.md` only. Do not restate them from memory, do not round them into new claims.
3. **Style:** no em dashes ever (commas, periods, colons, or split the sentence). No ChatGPT-speak: no "delve," no "landscape" as metaphor, no "in today's fast-paced world," no "it's not X, it's Y" pivots, no "moreover/furthermore," no "game-changer" or "unlock," no rhetorical-question-then-answer setups, no hollow inspirational filler. Write like a real person talks.
4. **Drafts, not publishes:** this skill produces strategy and copy. Publishing a post, sending a DM, or spending on ads always waits for an explicit human go-ahead.
5. **Never speak about Anthony or any human behind the work** in public-facing copy. Talk about the product and the audience only.
6. **No invented social proof:** never fabricate case studies, customer quotes, or engagement numbers for the business using the skill. If proof does not exist yet, use industry stats from the bank or mark the claim as a draft placeholder.