LinkedIn & Social

The framework — strategy first

LinkedIn & Social — the strategic foundation.

STRATEGY & PROCESS

LinkedIn is the primary demand generation social channel for most Business-to-Business Software-as-a-Service (B2B SaaS) companies. It is where buyers self-educate, build shortlists, and evaluate vendors. LinkedIn does two jobs: brand at the top of funnel, conversion at the bottom. Run a 70/30 mix in that order — and the strategy below covers both.

LinkedIn Company Page Strategy

Content Mix

POST TYPE	% OF MIX	EXAMPLE	GOAL
Thought leadership / data insights	35%	Original stat or observation about a problem your buyers face	Brand authority, organic reach
Customer stories	20%	Customer quote, metric, or short case study	Social proof, bottom-of-funnel conversion
Product highlights	15%	Feature demo, screenshot, or product update	Product awareness, mid-funnel
Industry commentary	15%	Reaction to industry news with your lens	Relevance, engagement
Culture / team	10%	Team events, awards, new hires	Employer brand, trust
Promotional / Calls-to-Action (CTAs)	5%	Webinar registration, gated asset, event invite	Direct lead generation

Posting Cadence Standards

Company page: minimum 5 posts per week, with at least 2 native video or carousel posts.

Employee advocacy: activate [X] employees as consistent amplifiers of company content.

Executive thought leadership: 2–3 personal posts per week from CEO and relevant executives on category topics.

LinkedIn Paid Media

CAMPAIGN TYPE	GOAL	AUDIENCE	FORMAT
Brand Awareness	Impressions among Ideal Customer Profile (ICP) accounts	Job title + industry + company size	Boosted thought leadership posts
Content Syndication	Marketing Qualified Lead (MQL) generation	Intent audiences + lookalikes	Lead Gen Forms with gated assets
Retargeting	Move aware prospects toward demo	Website visitors, video viewers, email openers	Single image, video, Message Ads
Account-Based Marketing Named Account	Pipeline acceleration for target accounts	Named account list	Personalized creative, Conversation Ads
Event Promotion	Meeting bookings + event registrations	ICP attendee list + retargeting	Event ads, InMail

LinkedIn Benchmark Targets

Click-Through Rate (CTR): >0.5% (industry benchmark: ~0.4%)

Lead Gen Form conversion rate: >12%

Cost per MQL from LinkedIn: <[$X] (set based on your blended Customer Acquisition Cost (CAC) target)

Video view-through rate: >15%

The founder voice — the highest-ROI social investment a B2B SaaS company can make.

Company page reach has been declining on LinkedIn for three years. Founder and executive posts have been climbing. The math is simple: a 1,000-follower founder with a strong POV out-performs a 50,000-follower company page on engagement and conversion, every time. If your CEO or founder has the latent capacity to post consistently, that's your highest-ROI brand investment for the year. Most companies under-invest here because it requires an executive's time and a ghostwriting program — both expensive in different ways.

The founder LinkedIn formula

Cadence: 3 posts per week. Tuesday, Wednesday, Thursday between 8–10am ET when ICP buyers check their feed. Friday and Monday have lower B2B engagement; reserve them for high-stakes posts.
Mix: 60% contrarian POV on industry shifts (your conviction). 30% specific customer stories with named logos and quantified outcomes. 10% personal/team moments that humanize the operator.
Length: as of mid-2026, mid-length posts (roughly 1,200–1,800 characters) perform best in my testing across B2B SaaS accounts — but LinkedIn's algorithm shifts quarterly. Test in your own account. Hook in line 1, payoff in line 3 (the "see more" cutoff is between them).
Voice: written by the founder, edited by marketing — not the reverse. Ghost-written posts that sound like marketing fail every credibility test.
Engagement: founder personally replies to comments within the first 4 hours. The algorithm rewards engagement velocity; missed comments = killed reach.
Measurement: target a 3%+ engagement rate (likes + comments + reshares / impressions). Below 3% means the content isn't resonating — change the topic before changing the frequency.

The four post archetypes that win in B2B

Every great B2B post falls into one of four shapes. Master these and the founder content engine produces predictably.

The Contrarian Take. "Everyone says X. The data says Y." Open with the consensus belief, then dismantle it with a specific number or customer example. The most-shared B2B posts on LinkedIn are 80% contrarian takes.
The Customer Outcome Story. "Customer X did Y, here's what happened." Concrete, named, quantified. Operates as social proof at scale because it lets prospects see themselves in the story.
The Lessons-Learned Post. "I screwed up. Here's what I learned." Vulnerability + specificity. The post format that builds the strongest founder following because it's the rarest in B2B feeds.
The Pattern Recognition Post. "I've seen [pattern] play out three times now. Here's what it always means." Authority through repeated observation. Works particularly well for fractional CMOs, operators, and serial founders.

The Comment Strategy — where deals actually happen

Most companies under-invest in commenting on other people's posts because it's not measurable in a dashboard. It's still the highest-ROI activity on the platform. The pattern: identify 30–50 LinkedIn accounts where your ICP buyers spend time (analysts, peer operators, industry journalists, competitors' founders). Have the CEO and 2–3 other execs leave thoughtful comments on those accounts' posts — not promotional, not "great post," but adding a specific insight or counter-point. Buyers notice the commenters. Conversations start in DMs.

The founder DM template — when brand is built, DMs convert

IF THE FOUNDER HAS BRAND, DMs WORK

Two non-obvious rules: (1) the DM works only after the founder has built brand — a cold DM from a stranger gets ignored; a DM from a name your ICP has been seeing in their feed for six months gets a reply. (2) ask for a feedback session, not a sales call. The DM that converts is short, specific, and offers value asymmetrically.

The template — to a recipient ("Mary") who has engaged with the founder's content in the prior 30 days:

Hi Mary,

I'm building [COMPANY NAME], a [one-sentence what-you-are] that helps
[buyer role + adjacent stakeholders, e.g., "marketers and others in the
org like your CRO and CEO"] easily [outcome, e.g., "access marketing
data — no more ad hoc data fire drills"].

Are you open to a quick, 30-minute feedback session on what we're
building? Would love to get your POV.

— [Founder first name]

Two annotations to make explicit: the recipient is an ICP prospect who has engaged with founder content (not a cold target), and the ask is not a sales call — it's a feedback session. Reverse those two and the reply rate craters.

Your LinkedIn Program

The voices, cadence, and accounts you actually run. Saves to your Brief — every LinkedIn prompt on the site uses this.

Founder/CEO LinkedIn handle & current posting cadence

Other executive voices you amplify (titles + cadence)

Company page posting cadence + responsible owner

30–50 accounts your team comments on regularly (the comment strategy)

Saved as [FOUNDER LINKEDIN], [EXEC VOICES], [COMPANY PAGE CADENCE], [COMMENT TARGETS] across the site.

Other Social Channels

CHANNEL	ROLE	CADENCE	CONTENT FOCUS
YouTube	Evergreen video library	2–4 videos/month	Product demos, customer stories, webinar replays
Instagram	Employer brand, culture, events	3–4 posts/week	Team, awards, event photos
X (Twitter)	Industry commentary, events	3–5 posts/week	Live events, industry news, quick takes
Facebook	Paid retargeting and lookalikes	Paid only	Retargeting, lookalike audience campaigns

The prompt pack

Paste-ready prompts for LinkedIn & Social.

Each prompt is a named, scoped deliverable. Click any card to expand the paste-able body. Run against your Operator Brief.

Five copy-paste prompts. Open ChatGPT, Claude, or Gemini. Paste a prompt. Run it. The output of one prompt feeds into the next.

READ THIS ONCE BEFORE ANY PROMPT IN THIS BOOK

These prompts assume you've populated your Operator Brief (the worksheet that lives in /Operator-Brief-Worksheet.docx). When a prompt asks for OPERATOR BRIEF, paste the relevant Brief sections rather than typing context from scratch.

Your output then arrives in your voice, against your buyers, using your differentiators. Not [BRACKETED] generics. The Brief is the difference between an LLM helper and a tool that sounds like you.

Prompt 1

Weekly content batch

A 5-post LinkedIn batch for the week with hook, body, CTA, and posting day.

Write next week's LinkedIn batch — 5 posts. AUTHOR: [voice + role — e.g., Founder, CMO] PILLARS: [3 content pillars] PERSONA: [target reader] WEEK GOAL: [pipeline / brand / hiring] Five posts, one per weekday. For each: - Format (text / carousel / poll / video script) - Hook (line 1, ≤8 words) - Body (100-180 words for text; outline for carousel/video) - CTA (soft for brand posts, harder for pipeline posts) - Posting day + time Mix pillars across the week. End with the one post most likely to be reposted.

Prompt 2

Founder thought-leadership angle

Three POV angles a founder/exec can post for the next 30 days, each with 3 supporting posts.

Develop a founder thought-leadership angle. FOUNDER: [name + 3-line bio] BRAND CATEGORY: [category] AUDIENCE: [persona] TARGET: [pipeline / brand authority / hiring / fundraising] Propose 3 distinct POV angles a founder can publicly own. For each: - The contrarian belief (one sentence) - Why now (the structural shift making it timely) - 3 supporting posts (working titles + 1-line angle each) - The one quote-worthy line that becomes their signature

Prompt 3

Employee advocacy script

A 5-line script and 3 ready-to-share posts for the team to amplify.

Write an employee advocacy program brief + 3 ready-to-share posts. POST CONTEXT: [the company milestone or asset to amplify] EMPLOYEE PERSONAS: [list 3 — e.g., engineering lead, AE, customer success] BRAND VOICE: [3 adjectives] Output: 1. 5-line briefing on why this matters and how to comment 2. Three personalized post versions (one per persona) 3. Comment scripts (3 supportive comments employees can drop) 4. The do-not-say list (3 things off-message)

Prompt 4

Social ad creative variants

Six paid-social ad variants for one campaign, with creative brief notes.

Write 6 LinkedIn ad creative variants for one campaign. OFFER: [the asset / event / demo] AUDIENCE: [target audience and intent stage] BUDGET: [monthly budget] GOAL METRIC: [CPL / CPM / pipeline-influenced] 6 variants spanning 3 hook archetypes × 2 visual concepts: Hooks: Stat / Question / Direct claim Visuals: Founder face / Product UI For each: headline (≤6 words), intro text (≤150 chars), CTA, creative brief (1 line). Recommend test allocation.

Prompt 5

Comment-engagement strategy

A list of 10 high-value LinkedIn accounts to engage with daily + comment templates.

Build a comment-engagement strategy. PERSONA: [the founder/CMO doing the commenting] AUDIENCE: [who they want to reach] TIME BUDGET: [15-30 min/day] Identify 10 LinkedIn accounts (named or archetyped) where commenting lands us in front of our ICP. For each: why this account, what kind of post to comment on, the comment archetype that wins. Then write 5 comment templates: agreement-with-twist, contrarian-respectful, data-add, story-add, question-deepen.

The agent spec

The agent for LinkedIn & Social.

How to install this agent

Five steps from spec to running agent.

System prompt — copy the system prompt block below into your AI tool's system prompt field (Claude Project instructions, Cowork Skill instructions, custom GPT config, or your agent platform's equivalent).
Inputs — wire the inputs as the agent's reference files. The Operator Brief is always input #1; the other inputs vary by agent.
Outputs — the output schema tells you what the agent produces. Use it as a structured-output instruction in the system prompt, or as the format you expect to see back.
Evals — before publishing any output, score it against the eval criteria. Don't ship anything that doesn't pass.
Cadence — set the run cadence on your calendar (or your agent platform's scheduler). Log every run in your wins log.

Social Agent

Drafts LinkedIn + social content in your founder voice. Maintains a 70/30 mix (original / curated). Watches engagement patterns. Drafts replies + comment-thread engagement. Powers founder-led + executive-led thought leadership.

Who is this agent

Identity card

NameSocial Agent

RoleLinkedIn + social content drafting + thought leadership operations

OwnerHead of Brand or VP Marketing

Reports toVP Marketing

Versionv0.5 (supervised)

SurfaceClaude Project + integration with LinkedIn + scheduling platform (Buffer / Hootsuite / Sprout)

Output target/social/queue/, /social/engagement-log.md, /social/weekly-digest.md

Review cadenceDaily queue review; weekly engagement-pattern analysis; quarterly voice + cadence refresh

Mission

Draft founder + executive social content in their voice, not in social-media-manager voice. Maintain a 70/30 mix: 70% original POV posts grounded in the Brief, 30% curated commentary on industry signal. Watch engagement patterns. Draft thoughtful replies + comment-thread engagement. Be the agent that turns ‘our founder should post more’ into a sustained presence.

Goals & KPIs the agent moves

Leading indicators — the agent controls these

Founder + exec posting cadence (drafts queued and ready)≥ 3 posts/week founder; ≥ 1 post/week each named exec

Voice fidelity (Brand Voice Agent score across drafts)≥ 4.3

Lagging indicators — downstream outcomes with review triggers

Engagement velocity (likes + comments + reposts vs. trailing 30 days). Trigger: 2 consecutive months of decline pages the Head of Brand for content-angle review.Trending up quarter-over-quarter

Reply-thread depth on top posts (exec reply within 12h on any thread ≥ 5 substantive comments). Trigger: missed reply window on any post ≥ 5 comments pages the named exec and the Head of Brand same-day.100% reply rate

What it does

Task list

Daily Watch industry signal feeds (named publications, named accounts, named hashtags). Surface 3–5 commentary-worthy items for the day.
Daily Draft 1–2 commentary posts for the founder + 1 for each named exec. Each draft cites the source signal + the angle.
Daily Monitor active posts for engagement. Surface comment threads ≥ 5 substantive comments for founder reply.
Weekly Generate 2–3 original-POV posts per voice. Each draft cites the Brief section informing it + the persona it’s aimed at.
Weekly Compile weekly Social digest: posts shipped, engagement trends, top performers, voice-fidelity scores, gaps.
Weekly Mix audit: 70/30 original / curated across the week. Surface drift.
Monthly Engagement-pattern analysis: which post types (POV, frameworks, war stories, takes-on-industry-signal) drive most engagement? Recommend rebalancing.
Quarterly Voice + cadence refresh. Read the founder/exec’s recent off-platform appearances (podcasts, talks, blog posts). Recalibrate voice samples.
Event When Win/Loss surfaces a high-resonance customer phrase, draft a POV post that builds on it.
Event When Market Watch flags a competitor or industry signal, draft commentary within 24 hours.
Event When PR Comms publishes a press piece, draft amplifying social content for founder + execs.

Schedule grid

Task	Frequency	Duration	Output goes to
Daily signal scan + commentary drafts	Daily 07:00	~45 min	Founder + named execs (approval)
Daily engagement monitor + reply prompts	Daily 12:00 + 17:00	~10 min each	Founder + execs
Weekly original-POV drafts	Weekly Mon 09:00	60–90 min	Founder + execs (approval)
Weekly Social digest	Weekly Fri 14:00	~30 min	Head of Brand + VP Marketing
Weekly mix audit	Weekly Fri 14:30	~15 min	Head of Brand
Monthly engagement-pattern analysis	Monthly 1st	~60 min	Head of Brand + VP Marketing
Quarterly voice + cadence refresh	Quarterly Q-1 days	~3 hours	Founder + named execs + Head of Brand

Triggers

Scheduled (cron-style):

Schedule	What it runs
`0 7 * * *`	Daily signal + commentary drafts
`0 12 * * *`	Daily engagement monitor
`0 17 * * *`	Daily engagement monitor evening
`0 9 * * 1`	Weekly original-POV drafts
`0 14 * * 5`	Weekly digest + mix audit
`0 9 1 * *`	Monthly engagement analysis

Event-driven:

Event	What it runs
Active post hits ≥ 5 substantive comments	Draft founder reply within 12 hours; surface to founder
Win/Loss surfaces a high-resonance customer phrase	Draft a POV post building on it within 48 hours
Market Watch flags a competitor or industry signal	Draft commentary within 24 hours
PR Comms publishes a press piece	Draft amplifying social content within 24 hours
Founder or exec gives a podcast or talk	Add transcripts to voice-sample corpus within 7 days

Who it works with

Inputs

Source	Type	Cadence	Required?
Operator Brief (Sections 3, 6, 8)	Markdown	Read every run	Required — voice + personas + brand
Founder + exec voice corpus (transcripts, prior posts, blog)	Text / Markdown	Continuous + quarterly refresh	Required
Industry signal feeds (named publications, hashtags, accounts)	RSS / API	Daily	Required
Active social-post engagement data	LinkedIn API	Continuous	Required
Win/Loss Agent themes	Markdown	Per-interview	Required
Market Intelligence Agent output	Markdown	Daily	Required
PR Comms publication pipeline	Markdown	Per-publication	Required

Outputs

Output	Format	Target path	Audience
Daily commentary drafts	Markdown + Slack DM to founder/exec	/social/queue/founder/YYYY-MM-DD.md	Founder + execs (approval)
Weekly original-POV drafts	Markdown	/social/queue/originals/YYYY-WW.md	Founder + execs (approval)
Daily reply prompts	Markdown + Slack DM	Slack DM to founder/exec with thread context	Founder + execs
Weekly Social digest	Markdown	/social/digests/YYYY-WW.md	Head of Brand + VP Marketing
Monthly engagement analysis	Markdown + chart	/social/analysis/YYYY-MM.md	Head of Brand + VP Marketing
Quarterly voice refresh	Markdown	/social/voice-refresh/Q<n>.md	Head of Brand + founder/exec

↑ Upstream — agents/sources that feed this one

Operator Brief (human-maintained). Voice + personas + brand pillars.
Brand & Positioning Agent. Brand voice + positioning updates.
Win/Loss Agent. Customer language patterns for posts.
Market Intelligence Agent. Industry + competitor signal for commentary.
PR Comms Agent. Press piece publication pipeline for amplification.
Brand Voice Agent. Scores every draft before founder/exec receives it.

↓ Downstream — agents/humans that consume its output

Founder + named execs (humans). Receive drafts via Slack DM; approve or rewrite; post from their own account.
Head of Brand (human). Reviews weekly digest + voice fidelity.
Account Intel Hub. Receives engagement signals (which accounts engaged with which posts) for the account record.
Comms Governance Agent. Tracks LinkedIn outbound activity against the cross-channel cap.

Human escalation paths

Trigger condition	Escalate to	Within
Voice fidelity score < 4.0 sustained 2 weeks	Head of Brand + Brand & Positioning Agent owner	Same week (voice-calibration session)
Founder posting cadence drops below 1/week	Head of Brand + VP Marketing	Same week
Engagement velocity drops > 30% MoM	Head of Brand + VP Marketing	< 7 days (content + timing audit)
Negative-engagement / pile-on event on a founder post	Head of Brand + PR Comms + VP Marketing	Immediate (crisis comms)
Draft submitted that names a competitor in a comparative claim	Head of Brand + Legal	Before approval (legal review)

How to build it

System prompt

You are the Social Agent for [COMPANY]. YOUR JOB Draft founder + exec social content in their voice - not social-media-manager voice. 70/30 mix: 70% original POV grounded in the Brief, 30% curated commentary on industry signal. Turn "our founder should post more" into a sustained presence. INPUTS (always read in this order) 1. /operator-brief.md (Sections 3, 6, 8) 2. /social/voice-corpus/<person>/* - their actual prior posts, podcasts, talks, blog 3. /social/signal-feeds/today.json - industry signal candidates 4. /social/active-posts.json - current engagement state 5. /win-loss/themes/ + /competitive/snapshots/ - content fodder OUTPUTS - /social/queue/founder/YYYY-MM-DD.md (daily drafts) - /social/queue/originals/YYYY-WW.md (weekly original-POV) - Slack DM to founder/exec with each draft - /social/digests/YYYY-WW.md (weekly digest) RULES 1. Every draft is in the named person's voice - not generic. Use their speech patterns from the voice corpus. 2. Every original-POV draft cites the Brief section informing it. 3. Every commentary draft cites the source signal + the angle. 4. 70/30 mix audit weekly. No "going viral" attempts that override mix. 5. Never publish - drafts only. Person posts from their own account. 6. Never name a competitor in a comparative claim without legal review. 7. Brand Voice Agent scores every draft before delivery. 8. Reply prompts on threads >=5 substantive comments - founder reply within 12h. ESCALATION - Voice fidelity <4.0 sustained 2 weeks: voice-calibration session. - Pile-on event: PR Comms + VPM immediately (crisis mode).

Tools & integrations

Platform / tool	Used for	Required?
Claude Project + Postgres	Voice corpus + reasoning surface	Required
LinkedIn API	Active post engagement + signal monitoring	Required
Scheduling platform (Buffer / Hootsuite / Sprout)	Queue management (founder/exec posts from their account)	Optional
RSS feeds + news APIs	Industry signal monitoring	Required
Brand Voice Agent API	Per-draft scoring	Required
Slack API	Daily DM delivery + reply prompts	Required

Guardrails — what it must not do

Never publish drafts. Founder + execs post from their own accounts.
Never write in social-media-manager voice. Match the person’s actual voice from the corpus.
Never claim competitor naming or comparative claims without legal review.
Honor the 70/30 mix discipline — viral attempts that violate it are net negative for credibility.
Never aggregate engagement signals into individual-targeting outreach without consent.
Honor crisis-comms boundary — if a post triggers a pile-on, hand off to PR Comms.
Never use synthesized customer quotes — only verbatim with consent flags.

Evals + hallucination defense

Evals — output quality checks:

Voice fidelity. Weekly: Brand Voice Agent score across drafts. Target ≥ 4.3.
Engagement velocity. Monthly: trailing 30-day average engagement per post. Target trending up QoQ.
Draft acceptance rate. Weekly: % of drafts founder/exec accept with minimal edits. Target ≥ 75%.
Reply latency. Per-thread: time from ≥5-comment threshold to founder reply. Target < 12 hours.

Hallucination defense — specific checkpoints:

Industry-signal references must cite source URL + date.
Customer quotes in social posts must trace to /proof-library/ with consent.
Competitor mentions must cite a specific competitor signal with snapshot date (and legal review).
Voice samples used in drafting must trace to specific corpus entries.
When the agent isn’t sure how the founder would phrase something, surface the uncertainty rather than guess.

Maturity curve + first-run checklist

v0.1 — Manual-assistAgent drafts on-request. Founder + execs review every draft. Useful from day 1.

v0.5 — SupervisedDaily + weekly drafting cycles. Brand Voice Agent gate. Founder + execs approve everything. Default ship state.

v1.0 — Semi-autonomousAfter 90 days clean evals + voice fidelity ≥ 4.3, agent can auto-publish reposts of curated content (with founder approval set to opt-out). All original-POV stays human-approved.

First-run checklist — 5 steps from spec to running agent:

Build the voice corpus for each named person. Pull their prior posts, podcasts, talks, blog.
Wire LinkedIn API + industry signal feeds + Brand Voice Agent API.
Run drafting in shadow mode for 2 weeks. Founder + execs rate first 20 drafts for voice match.
Turn on daily + weekly cycles. Subscribe Head of Brand to weekly digest.
Schedule the quarterly voice refresh. Log every run in /social/agent-log.md.