social-calendar

Social Calendar

Generates a complete weekly social media content calendar with ready-to-post content across LinkedIn, X/Twitter, Instagram, and Reddit. Chains research skills to find trending topics and content angles, then generates platform-native posts with optimal scheduling.

Prerequisites

• agency.config.json populated (agency info, services, case studies, outreach tone)
• WebSearch tool available (for trend research)
• Optional: recent blog posts or content to repurpose

Capabilities Used

1. blog-researcher -- find trending topics, competitor content, industry news
2. linkedin-researcher -- find trending LinkedIn discussions in the niche
3. social-content-writer -- generate platform-native posts for each slot

Phase 0: Intake

Read agency.config.json:

• agency.name, agency.founder -- brand identity
• services[] -- content pillars aligned to services
• case_studies[] -- case study content to feature
• outreach.tone -- voice baseline

Accept parameters:

• week_start -- (required) date string (YYYY-MM-DD) for Monday of the target week
• platforms -- (optional) array of platforms to include. Default: ["linkedin", "twitter", "instagram"]
• posts_per_week -- (optional) total target. Default: 7
• content_pillars -- (optional) themes to focus on. Default: derived from services
• repurpose_content -- (optional) array of existing content URLs/text to repurpose
• exclude_topics -- (optional) topics to avoid this week
• include_case_study -- boolean, include at least one case study post. Default: true

Phase 1: Content Pillar Definition

Define 3-5 content pillars from services[] and agency expertise:

CONTENT PILLARS
---
1. [Pillar name]: [description, 1-2 sentences]
   Post types: [thought leadership, how-to, case study]
   Platforms: [which platforms this pillar works best on]

2. [Pillar name]: [description]
   ...

Default pillars for Plasho:

1. Shopify CRO: Product page optimization, conversion tips, A/B test insights
2. D2C Growth: Industry trends, brand building, scaling strategies
3. Case Studies: Client results, before/after, specific tactics that worked
4. Behind the Scenes: Agency culture, process insights, tools and workflows
5. Industry Commentary: Hot takes on ecommerce news, trends, platform updates

Phase 2: Topic Research

Execute blog-researcher

• Search for trending topics in the agency's niche (last 7 days)
• Find competitor social content that performed well
• Identify industry news worth commenting on

Execute linkedin-researcher

• Find trending LinkedIn posts in D2C, ecommerce, Shopify spaces
• Identify popular discussion threads to contribute to
• Note hashtags and topics gaining traction

Compile Research

TRENDING THIS WEEK
---
1. [Topic]: [source, why it's trending, relevance to pillars]
2. [Topic]: ...

COMPETITOR CONTENT THAT PERFORMED
---
1. [Competitor]: [post summary, engagement, platform]
2. ...

INDUSTRY NEWS
---
1. [News item]: [summary, our angle]
2. ...

Phase 3: Calendar Slot Planning

Allocate posts across the week using optimal timing:

Default Weekly Template (7 posts)

Day	Platform	Post Type	Pillar	Time (IST)
Monday	LinkedIn	Thought Leadership	D2C Growth	9:30 AM
Tuesday	Instagram	Carousel	Shopify CRO	12:00 PM
Wednesday	Twitter	Thread	Industry Commentary	8:30 AM
Wednesday	LinkedIn	Engagement Question	Behind the Scenes	1:00 PM
Thursday	Instagram	Case Study	Case Studies	11:00 AM
Friday	LinkedIn	Hot Take	Industry Commentary	10:00 AM
Saturday	Instagram	Story	Behind the Scenes	7:00 PM

Allocation Rules

• LinkedIn: 2-3 posts/week (Tue-Thu peak)
• Twitter: 1-2 posts/week (threads perform best)
• Instagram: 2-3 posts/week (carousels + stories)
• Reddit: 0-1 posts/week (only when genuinely helpful, not promotional)
• No back-to-back posts on the same platform within 24 hours
• At least one case study post per week (if include_case_study = true)
• Mix post types: no two consecutive thought leadership posts

Phase 4: Content Generation

For each calendar slot, execute social-content-writer:

• Pass the topic, platform, post type, and relevant research
• Generate 2 variants per post
• Select the stronger variant (or present both for user choice)

Per-Post Output

POST [N]: [Day] [Time] -- [Platform]
---
Topic: [topic]
Pillar: [content pillar]
Type: [post type]
Research source: [what informed this post]

VARIANT A:
[Full post text]

VARIANT B:
[Full post text]

Visual: [image/carousel/video suggestion]
Hashtags: [platform-appropriate hashtags]
Engagement hook: [how this post drives engagement]

Phase 5: Repurpose Planning

If repurpose_content provided, identify cross-posting opportunities:

• Blog post -> LinkedIn article summary + Twitter thread + Instagram carousel
• Case study -> LinkedIn post + Instagram before/after + Twitter stats thread
• Video -> Reel clips + quote graphics + behind-the-scenes story

Map repurposed content into available calendar slots.

Phase 6: Quality Check

Before returning the full calendar:

1. Pillar balance: No single pillar > 40% of posts
2. Platform balance: Each active platform has 1+ posts
3. Type variety: No more than 2 of the same post type in a week
4. Tone consistency: All posts align with outreach.tone adapted per platform
5. No cannibalization: No two posts covering the exact same angle
6. Banned phrases: None present in any post
7. Weekend appropriateness: Weekend posts are lighter, more casual

Phase 7: Output

Return structured JSON:

{
  "week_start": "2026-03-16",
  "week_end": "2026-03-22",
  "total_posts": 7,
  "platforms": {
    "linkedin": 3,
    "instagram": 3,
    "twitter": 1
  },
  "pillar_distribution": {
    "Shopify CRO": 2,
    "D2C Growth": 1,
    "Case Studies": 2,
    "Industry Commentary": 1,
    "Behind the Scenes": 1
  },
  "research_sources": [
    "Trending: Shopify's new checkout extensibility update",
    "Competitor: Brand X's carousel on CRO got 500+ reactions",
    "News: India D2C funding round announcements this week"
  ],
  "calendar": [
    {
      "day": "Monday",
      "date": "2026-03-16",
      "platform": "linkedin",
      "time": "09:30 IST",
      "post_type": "thought-leadership",
      "pillar": "D2C Growth",
      "topic": "Why most D2C brands plateau at 10 Cr ARR",
      "text": "Full post text...",
      "hashtags": ["#D2C", "#Ecommerce", "#ShopifyIndia"],
      "visual_suggestion": "Simple text quote card with key stat",
      "engagement_hook": "Asks founders to share their growth plateau experience",
      "variant_b": "Alternative post text..."
    }
  ],
  "repurposed_content": [
    {
      "source": "Blog: 5 CRO Tips for Shopify Stores",
      "repurposed_as": "Instagram carousel (Thursday)",
      "adaptation_notes": "Extracted 5 tips as 5 carousel slides"
    }
  ],
  "approval_needed": true,
  "generated_at": "2026-03-13T10:00:00Z"
}

Phase 8: Approval & Scheduling

Present the full calendar for review:

WEEKLY CONTENT CALENDAR: [Week dates]
---
[Day-by-day listing with post previews]

APPROVE ALL / EDIT INDIVIDUAL POSTS / REGENERATE SPECIFIC SLOTS

After approval:

• Mark approved posts as ready
• Flag posts needing visual creation (hand off to social-creative-brief)
• Provide copy-paste ready text for each platform

Example Usage

Trigger phrases:

• "Plan next week's social media content"
• "Generate a content calendar for this week"
• "Create 7 social posts for the week of March 16"
• "Plan social content around the Kibi Sports case study"
• "Build a content calendar focused on CRO topics"
• "Repurpose our latest blog post into social content for the week"