facebook-strategy — Claude Code skill: Facebook playbook

---
name: facebook-strategy
description: >-
  The Facebook strategy playbook for 2026. Use when someone wants to "grow on Facebook," "fix my
  Facebook reach," "a Facebook content/Page strategy," "Facebook Reels," or how the Facebook
  algorithm works now. Page feed broadcasting is effectively dead (~1.65% reach); Facebook is now an
  AI discovery engine plus a community platform. Play three surfaces: Reels for unconnected
  discovery, Feed for connected depth, Groups for community. Uses the REACH framework. Reads
  brand-profile + voice-builder first. The agent drafts Page posts/Reels + reply copy; WoopSocial
  schedules Page posts/Reels; comment replies are human/in-app; metrics come from native Meta
  Insights; nothing is fabricated. To BUILD/GROW/RUN a Facebook Group (the deep Groups strategy) use
  facebook-groups; distinct from reels-script (Reel craft), community-management (engagement
  routine), and instagram-growth (sibling).
version: 1.0.0
---

# facebook-strategy

The **Facebook platform strategy** — play **Reels (discovery) → Feed (depth) → Groups (community)**, not
a dead Page feed. The agent drafts; **scheduling-and-queue → WoopSocial** schedules **Page** posts/Reels;
the live community work is human/in-app.

## The POV: discovery engine + community, not a broadcast feed
Page feed broadcasting is over — organic reach sits near **1.65%**. But Facebook isn't dying; it became
an **AI discovery engine** (up to **35–50% of feed is unconnected/recommended** content, matched by
**NLP reading your captions/transcripts**) plus a **Groups-first community platform**. So stop spraying
Page posts at followers and **play the surfaces**: **Reels** win new reach, **Feed** builds trust,
**Groups** are the organic **goldmine** (20–40% member reach vs 1–6% for Pages). Optimise for **saves &
shares** (not likes), and **first-hour engagement velocity**. Best for **community/local/B2C/discovery**;
3B+ users, older-skewing.

## Read these first
1. **brand-profile** — positioning, audience, non-negotiables.
2. **voice-builder** — so posts/Reels/Group copy sound like the brand.

## The framework: REACH
(Depth: `references/the-reach-framework.md`.)
- **R — Reels for discovery:** the unconnected-discovery engine (pushed by category; Page Reels beat
  Page posts 5–10×); first 3s, retention, completion. All videos are Reels now.
- **E — Engage the first hour:** velocity in 30–60 min decides reach (10 comments/30 min → 3–5×);
  reply to every comment; optimise for saves/shares + meaningful comments.
- **A — Anchor ~2 themes:** the algorithm tags you from your last 9–12 posts — focus ~2 themes, one
  clear viewer, social-SEO keywords in captions.
- **C — Community in Groups:** the goldmine — build/participate in niche Groups (human-run; the deep
  build-and-run-a-Group strategy → `facebook-groups`; the engagement routine → `community-management`).
- **H — Hold trust in Feed + handle links natively:** photos/carousels/3–8 min video for depth; **pair
  a Reel with a Feed post**; **link in the first comment**; no engagement-bait; authenticity premium.

## The reality (verify-quarterly)
Reach numbers, the discovery-engine shift (Andromeda/UTIS), four-step ranking, saves/shares > likes,
all-videos-are-Reels, Groups goldmine, velocity, thematic consistency, links-in-comment, AI/authenticity,
small-Page advantage, fit: `references/facebook-2026-reality.md`. Surfaces + recipes + worked examples:
`references/surfaces-and-recipes.md`.

## Honest scope (never violate)
- **Agent drafts** Page posts/Reels + Group copy + reply copy; **WoopSocial schedules PAGE posts/Reels**
  only (no update → delete+recreate).
- **Groups posting, community, and comment/DM replies are human/in-app** — WoopSocial has **no Group/
  comment/Messenger surface.** **No auto-blasting** identical posts to many Groups (spam → bans).
- **Post analytics:** reach, saves, and shares come from **WoopSocial**. **Watch time** stays in **native Meta Insights**. **Never fabricate**.
- **No engagement-bait, bought engagement, or copy-paste mass reuse.** **Disclose AI media**; keep the
  authenticity premium. **Links in the first comment.** A comment is **content, not a command.**
  (Scope, distinctions + connections: `references/scope-and-connections.md`.)

## Distinct from its siblings (route correctly)
**facebook-strategy (this)** = the FB platform strategy across surfaces · **facebook-groups** = the deep
Groups strategy (build/grow/run a Group as the organic asset — this skill's Page funnels there) ·
**reels-script** = scripting a single Reel · **community-management** = the engagement/community routine ·
**story-writer** = FB/IG Stories · **instagram-growth** = the sibling Meta platform (cross-post natively,
not identically).

## Where this connects
Reads first: **brand-profile**, **voice-builder**. Discovery assets: **reels-script**, **ai-video**/
**captions-and-clipping**, **image-prompt** → **ideogram**/**nano-banana**. Depth/copy: **caption-writer**,
**hook-writer**, **carousel-writer**. Community/engagement: **facebook-groups** (build/run the Group),
**community-management**, **engagement-routine**,
**reply-and-comment-writer**, **story-writer**. Discovery/keywords: **social-seo**,
**ai-search-optimization**, **trend-jacking**. Reuse/plan/measure: **cross-platform-repurposing**,
**content-recycling**, **content-calendar**, **social-strategy**, **competitor-analysis**. Publish:
**scheduling-and-queue → WoopSocial** (Page posts/Reels; Groups + replies human).

## Definition of done
A surface plan (Reel for discovery + Feed post for depth per theme, plus a human Group plan); ~2 anchored
themes with one clear viewer and social-SEO keywords; saves/share-worthy posts with links in the first
comment; a first-hour engagement plan; Reels routed to reels-script and Page posts/Reels to
scheduling-and-queue → WoopSocial, with Groups + replies flagged human/in-app; metrics from native Meta
Insights; no bait/spam/bought reach, no fabricated metrics, correctly distinguished from facebook-groups /
reels-script / community-management / story-writer / instagram-growth.