Knowledgebase & Support

• Keep it plain‑spoken; one idea per post.
• Use you > we; talk outcomes, not features alone.
• Format for scanning: 1–3 short paragraphs or bullets; minimal emojis.
• One key link per post (move extras to comments or a landing page).

1. Educate – tips, checklists, how‑tos.
2. Proof – testimonials, before/after, press.
3. Community – partners, events, team.
4. Product/Service – features → benefits → outcomes.
5. Leadership – trends, frameworks, POV.
6. Engagement – polls, questions, AMAs.

Aim for 3–5 pillars/week; rotate.

• Hook (first 1–2 lines): problem, promise, or stat.
• Value: teach/show something specific.
• Proof: fact, quote, micro‑case.
• CTA: one clear action.
• Discoverability: relevant hashtags/keywords.
• Accessibility: alt text, captions, CamelCase hashtags.

• Aspect ratios: 1:1 (square), 4:5 (portrait), 16:9 (landscape).
• Resolution: ≥1080 px on shortest side; export sRGB.
• Text on images: minimal, high contrast, away from edges (5–6% safe margin).
• Video: captions on; strong first 2s; cuts 6–20s.
• Carousels: one idea per card; final card = CTA.
• Branding: small corner logo or footer bar; don’t cover faces/key objects.

Image Size Cheat Sheet (with placeholders)

Notes: Keep critical text/logos away from edges; check platform crops; maintain WCAG AA contrast; prefer PNG for graphics/illustrations, JPEG for photos.

• Alt text: describe purpose & key info (1–2 sentences).
• Captions/subtitles on all videos.
• CamelCase hashtags (e.g., #ThisIsInclusive).
• Use emojis sparingly; never replace critical words.
• Meet WCAG AA contrast; avoid text over busy backgrounds.
• Use descriptive link text; avoid raw long URLs in copy.

• Choose quality over quantity.
• Mix: 1–3 primary (brand/topic) + 2–4 secondary (niche/geo/series).
• Place at the end of copy; on IG you may move them to the first comment.
• Maintain a living list by pillar; prune monthly.

• Consistency > bursts. Protect a realistic schedule.
• Starter plan: 3–5 feed posts/week + 3–5 stories/replies.
• Post when your audience is active; test & log results.
• Plan in 2‑week sprints: draft → approve → schedule → monitor → report.

• SLA: acknowledge comments/DMs within 24h (business days).
• Moderation: hide/remove spam/hate; escalate sensitive cases.
• Reviews (Google): thank positives; for negatives, acknowledge → invite offline resolution → close loop with outcome.
• Proactive engagement: comment on partner posts; answer common Qs publicly.

• Use only media you own or are licensed to use.
• Disclose ads/sponsorships clearly (e.g., #ad, “Paid partnership”).
• Respect privacy; avoid PHI/PII; get consent for identifiable people.
• Follow platform rules; avoid prohibited claims.

• Awareness: reach, impressions, video plays, follower growth.
• Engagement: reactions, comments, shares, saves; Engagement rate = (Total engagements ÷ Reach) × 100.
• Traffic/Leads: link clicks, UTM sessions, conversions, form fills, calls.
• Content Health: thumb‑stop rate, completion rate, carousel swipes.
• Learning diary: what worked, what didn’t, next experiments.

?utm_source=[platform]&utm_medium=social&utm_campaign=[campaign]&utm_content=[post-slug]

Example: https://mokoconsulting.tech/services/social-media-management?utm_source=linkedin&utm_medium=social&utm_campaign=smm_primer&utm_content=kb_article

• Add UTMs before shortening links.
• Use one primary link per post.

Educational (Tip/How‑To)

Hook: {X% of people struggle with Y—but it’s fixable in 3 steps.}
Body: 1) {Step} 2) {Step} 3) {Step}
Proof: {Stat or micro‑case}
CTA: Want the checklist? {Link}

Announcement (Launch/Event)

Hook: It’s official: {Thing} arrives on {Date}.
Body: {Who it’s for} • {Key benefit} • {What’s included}
CTA: {RSVP/Sign up/Pre‑order}

Testimonial/Proof

Hook: “{Short customer quote}”
Body: {Problem → Outcome in one sentence}
CTA: {See the full story | Get started}

Community/Partner Shoutout

Hook: Gratitude to @Partner for {impact}.
Body: {What we did together + photo}
CTA: {Join us/Volunteer/Donate}

Thought Leadership

Hook: {Myth → truth}.
Body: 1–2 bullet insights + one chart/graphic.
CTA: {Read the deep‑dive | Discuss below}

Offer/Promo (compliant)

Hook: Limited: {Offer} ends {Date}.
Body: {Who qualifies + how to redeem}.
CTA: {Get offer}. Include terms where required.

Do I have to post the same asset everywhere?
No. Use the same core idea with minor format tweaks (e.g., 4:5 on IG/FB, 1:1 on LinkedIn, 16:9 for talks/blog teasers).

How many hashtags should I use?
3–7 relevant tags beat 20 generic ones. Prioritize topic + niche + geo.

When’s the “best time” to post?
When your audience is active. Start with lunch/evening local time; test and log.

How fast should we reply to comments/DMs?
Acknowledge within 24 hours on business days.

Want a done‑for‑you system? From strategy and content calendars to daily engagement and reporting, Moko Consulting can run (or up‑level) your brand’s social program.

👉 Explore Social Media Management

• Facebook & Instagram: Carousels, portrait images (4:5), short video; scannable copy.
• X (Twitter): Lead with the takeaway in line 1; threads for depth.
• LinkedIn: Teach first; include data points, frameworks, career impact.
• Google Business Profile: Post updates/offers/events; reply to reviews; include local CTAs (Call, Directions, Book).
• YouTube: 16:9 long‑form + Shorts (9:16); add chapters, end screens; strong thumbnails.
• TikTok: 9:16, hook in first 2s, on‑screen captions; concise CTAs.
• Pinterest: 2:3 vertical pins; keyword‑rich titles/descriptions; evergreen how‑tos.
• Snapchat: 9:16 stories/ads; local/event highlights; minimal text overlays.
• Reddit: Value first; follow sub rules; disclose affiliation; use AMAs thoughtfully.
• Threads: Conversational, text‑forward; reuse IG visuals; short threads.
• WhatsApp Channels: Short updates; one clear CTA; avoid sensitive info.
• Telegram: Channels for broadcast; pin key posts; use polls for feedback.
• Discord: Set channels/roles; announce updates; schedule events; clear rules.
• Twitch: Publish schedules; clip highlights for cross‑post; moderate chat.
• Nextdoor: Hyperlocal focus; service‑area targeting; timely responses.

YouTube

• Formats: Long‑form 16:9; Shorts 9:16 ≤60s.
• Essentials: Compelling thumbnail & title; first 30s must hook; chapters; end screens & cards.
• Captions: Always on; upload SRT for accuracy.

TikTok

• Format: 9:16; 9–30s sweet spot.
• Hook: First 1–2 seconds with motion or text; on‑screen captions.
• Content: Tips, transformations, quick demos; reply‑with‑video to comments.

Pinterest

• Format: 2:3 vertical (e.g., 1000×1500); Idea Pins for multi‑step guides.
• SEO: Keyword‑rich titles/descriptions; organize boards clearly.

Snapchat

• Format: 9:16 vertical; brisk pacing; minimal text.
• Best for: Events, behind‑the‑scenes, geo‑targeted stories.

Reddit

• Approach: Value/helpfulness first; no hard sells; disclose affiliation.
• Formats: Text posts, image explainers, AMAs with proof.

Threads

• Style: Conversational, short updates; repurpose IG carousels as thread images.

WhatsApp Channels

• Use: Broadcast concise updates, offers, alerts; direct to website/contact card.

Telegram

• Structure: Channels (broadcast) + Groups (discussion); pin posts; polls.

Discord

• Setup: Clear channels; roles; events; moderation rules.

Twitch

• Plan: Consistent stream schedule; teaser posts; clip highlights for Shorts/Reels.

Nextdoor

• Focus: Hyperlocal announcements, services, events; neighborly tone.