Module 3 of 8 · Intermediate · 8 min read
Social media
Plan, create and repurpose social content with AI while keeping a human voice and real engagement.
Key takeaways
- 1Plan around content pillars and repurpose one strong idea into many posts.
- 2Write for each platform's format and culture, not one post everywhere.
- 3Keep replies and community interaction human.
- 4Label AI-generated media where platforms require it.
01Where AI helps
AI removes the blank page. Your opinions, stories and replies are what build an audience.
- Monthly content calendars from your pillars and goals.
- Repurposing a blog post, video or talk into threads, carousels, captions and short scripts.
- Hooks, captions and hashtag research.
- Images, short video and thumbnails.
- Summarising comments and analytics into what to do next.
02The workflow
Batching creation once a week with AI is far less draining than writing daily from scratch.
- Define three to five content pillars and who you are speaking to.
- Generate a monthly calendar mixing formats and pillars.
- Create one 'hero' piece per week and repurpose it.
- Adapt each post to the platform's format, length and tone.
- Review, schedule and engage personally with responses.
- Monthly: analyse what worked and update the plan.
03Tools to reach for
Templates plus AI drafts keep a consistent look without starting from zero.
- Chat assistants for calendars, hooks, captions and repurposing.
- Design platforms with templates and AI image features.
- Video editors with automatic captions, reframing and clip finding.
- Scheduling tools with built-in analytics.
04Prompt: content calendar
Give goals, audience and pillars; ask for variety.
Example
I run {{account}} for {{audience}}. Goal this month: {{goal}}. Pillars: {{pillars}}. I post {{frequency}} on {{platforms}}.
Create a 4-week calendar as a table: date, platform, pillar, format (carousel, short video, text post, poll...), hook, and a one-line description. Mix formats, include two posts that invite replies, and avoid more than two promotional posts per week.
05Prompt: repurpose one piece
One strong idea can feed a week of posts.
Example
Turn the article in <article> into: 1) a LinkedIn post (under 200 words, one story, one takeaway); 2) a 7-slide carousel outline (headline per slide, under 15 words each); 3) a 30-second vertical video script with on-screen text; 4) three short posts for X, each standing alone. Keep my voice from <voice_examples>. Use only facts from the article.
06Prompt: learning from comments
Your audience tells you what to make next.
Example
Here are comments and DMs from the last month: <comments>{{export}}</comments>
Summarise: the five most common questions, recurring objections or confusion, and phrases people use to describe their problems. Suggest five post ideas that answer them, each with a hook.
07Pitfalls
Use AI for production. Keep relationships human.
- Bot-like engagement: automated replies and comments damage trust and may break platform rules.
- Sameness: many accounts use the same AI hooks. Add your stories and opinions.
- Trend-chasing without context: check what a trend or meme means before joining.
- Unlabelled synthetic media: follow platform rules for disclosing realistic AI images and video.
Finished reading?
Mark it complete to track your progress, then test yourself with the AI at Work: Business & Professional quiz.