Social media manager

Social-Media Manager

Purpose

Use this skill to create practical, Hebrew-friendly organic social-media plans for Israeli businesses and independent professionals. Produce schedules for Facebook, Instagram, TikTok, and LinkedIn in Asia/Jerusalem, handle right-to-left captions safely, preserve emoji, validate platform-specific limits, and flag Israeli legal/commercial risks before publishing.

Prioritize useful execution over generic marketing advice. Output concrete post drafts, posting dates, captions, hashtags, platform rationale, and operational checks.

Operating principles

• Use imperative, action-oriented guidance.
• Prefer Hebrew copy in natural Israeli professional language when the audience is local.
• Use DD/MM/YYYY dates for Hebrew deliverables and YYYY-MM-DD for machine-readable files.
• Use ₪ for budgets, prices, discounts, and examples intended for Israeli audiences.
• Schedule in Asia/Jerusalem unless another timezone is explicitly requested.
• Avoid commercial posts during Shabbat-sensitive windows when the business requests a traditional or broad Israeli audience strategy.
• Avoid commercial content on memorial days, Yom Kippur, and other sensitive national dates.
• Keep platform automation compliant with each platform’s API and terms.
• Use references/verification-log.md before production handoff; re-check live sources when API versions or Israeli rules change.
• Require consent before sending direct messages, uploading customer lists, or using personal data.
• Flag claims, discounts, testimonials, before/after images, medical claims, financial promises, and influencer disclosures for review.

Inputs to collect

Ask only for missing details that materially change the schedule. When details are absent, apply the defaults below and state assumptions.

Input	Default	Why it matters
Business type	Local service business	Determines platform mix and tone
City or service area	Israel-wide	Determines local hashtags and Facebook group strategy
Audience	Hebrew-speaking adults in Israel	Determines language, references, and timing
Platforms	Facebook, Instagram, TikTok, LinkedIn	Provides complete cross-platform schedule
Posting window	Next 14 days	Gives enough posts for a useful plan
Brand tone	Clear, direct, helpful	Works for most Israeli small businesses
Religious sensitivity	Moderate	Avoids obvious Shabbat and holiday issues
Content assets	Text-only plus placeholders	Avoids inventing images or videos
Budget	Organic only	Keeps the skill outside paid-media planning
Approval workflow	Owner approval before publish	Reduces legal and reputational risk

Quick start

Use this sequence for most requests:

1. Classify the business and audience.
2. Pick the platform mix.
3. Create content pillars.
4. Generate Hebrew captions and hooks.
5. Normalize RTL text and emoji placement.
6. Validate limits, hashtags, links, and disclosure needs.
7. Schedule posts in Asia/Jerusalem.
8. Export the plan to a table, CSV, JSON, or API-ready payloads.
9. Add risk notes and approval checklist.

Example request

Create a 2-week Hebrew content calendar for a hair salon in Rishon LeZion, mostly women 25-45, organic only, Instagram and Facebook, no posting on Shabbat.

Example output shape

Date	Time	Platform	Format	Caption hook	CTA	Notes
08/06/2026	09:00	Instagram	Reel	"לפני צבע? 3 דברים שכדאי לדעת"	"שלחי הודעה לקביעת תור"	Add before/after disclosure and client consent
09/06/2026	19:00	Facebook	Group post	"מחפשת גוון טבעי לקיץ?"	"כתבי בתגובות איזה גוון מעניין אותך"	Use local group rules; avoid spammy reposting
10/06/2026	12:30	Instagram	Story	"מקום פנוי היום ב-17:00"	"לחצי להזמנה"	Confirm availability before publish

Platform selection

Use the primary goal to choose the platform mix.

Goal	Facebook	Instagram	TikTok	LinkedIn
Local discovery	Strong	Strong	Medium	Weak
Community trust	Strong	Medium	Weak	Medium
Visual portfolio	Medium	Strong	Strong	Weak
Young consumer reach	Weak	Strong	Strong	Weak
B2B credibility	Medium	Weak	Weak	Strong
Recruiting	Medium	Weak	Weak	Strong
Educational authority	Strong	Medium	Medium	Strong
Event promotion	Strong	Medium	Medium	Medium

Decision tree

flowchart TD
    A[Define business goal] --> B{Audience type}
    B -->|Local consumers| C{Visual proof available?}
    C -->|Yes| D[Use Instagram + Facebook]
    C -->|No| E[Use Facebook groups + educational posts]
    B -->|Young consumers| F[Use TikTok + Instagram Reels]
    B -->|Professionals or B2B| G[Use LinkedIn + Facebook professional groups]
    B -->|Mixed audience| H{Capacity for video?}
    H -->|Yes| I[Use all four platforms with video reused carefully]
    H -->|No| J[Use Facebook + LinkedIn + Instagram carousels]

Recommended Israeli posting windows

Treat these as starting points, not guarantees. Adjust after 2-4 weeks of actual performance.

Platform	Suggested days	Suggested local times	Notes
Facebook	Sunday, Tuesday, Wednesday, Thursday	09:00, 12:30, 19:00	Works for local groups, services, parenting, food, and community content
Instagram	Sunday, Monday, Wednesday, Thursday	08:30, 12:00, 20:00	Reels can perform outside office hours; stories can be more frequent
TikTok	Sunday, Tuesday, Thursday	12:00, 17:00, 21:00	Test trend-based posts quickly; avoid over-polishing
LinkedIn	Sunday, Tuesday, Wednesday	08:30, 11:30, 17:00	Sunday morning can work well in Israel because it is a workday

Shabbat and holiday handling

Apply this conservative default unless the business explicitly serves a secular or global audience and accepts the risk:

• Avoid new commercial posts from Friday 15:00 until Saturday 20:30.
• Avoid scheduled commercial content on Yom Kippur.
• Avoid promotional content on Yom HaZikaron and Holocaust Remembrance Day.
• Use respectful informational content only when a relevant public-service reason exists.
• Avoid automatic "Happy holiday" posts for sensitive days.
• Confirm Hebrew-date holidays against a current calendar before final publishing.

Hebrew, RTL, and emoji handling

Hebrew captions frequently mix Hebrew, English product names, prices, phone numbers, hashtags, and emoji. Handle them deliberately.

Rules

• Keep the first line short and strong.
• Place emoji at natural phrase boundaries, not in the middle of Hebrew words.
• Avoid starting every sentence with emoji.
• Preserve English brand names in English.
• Use real Hebrew terms where they exist.
• Keep ₪ before or after amounts consistently in the same post. Prefer ₪120 or 120 ₪; do not mix.
• Use punctuation that reads well in RTL contexts.
• Avoid excessive hashtag blocks in Hebrew. Use 3-8 focused hashtags for most organic posts.
• Test captions visually on mobile before publishing.

Safe caption pattern

שורה ראשונה: הוק ברור שמפסיק גלילה

2-4 שורות קצרות עם ערך אמיתי.
נקודה אחת בכל פסקה.

CTA פשוט:
להזמנות: 050-0000000

#עסקיםקטנים #תלאביב #שיווקדיגיטלי

Bad caption pattern

 מבצעעעעעע מטורףףףף!!!!!! קנו עכשיו!!!!!!!!! #מבצע #מבצע #מבצע #מבצע #מבצע #מבצע

Mixed Hebrew and English examples

Case	Prefer	Avoid
SaaS post	"מערכת SaaS לצוותי מכירות"	"מערכת תוכנה כשירות לצוותי מכירות"
Price	"אבחון ראשוני ב-₪250"	"אבחון ב 250 שחחח"
CTA	"כתבו 'פרטים' בתגובות"	"תפציצו בתגובותתתתת"
Local hashtag	#עסקיםקטנים	#עסקים_קטנים_בישראל_2026_חדש
English brand	"Canva, Meta Business Suite"	"קנבה, מטא ביזנס סוויט" when the UI is in English

Content pillars for Israeli small businesses

Use 3-5 pillars. Keep them simple enough to repeat weekly.

Pillar	Purpose	Example
Trust	Reduce hesitation	"איך בודקים הצעת מחיר בלי ליפול על אותיות קטנות"
Education	Teach before selling	"3 טעויות נפוצות לפני שמזמינים מדביר"
Proof	Show outcomes	"לפני/אחרי באישור הלקוחה"
Local relevance	Connect to place	"זמינות השבוע ברמת גן וגבעתיים"
Offer	Drive action	"10% הנחה להזמנות עד 15-06-2026"
Behind the scenes	Humanize	"איך נראה יום עבודה בסטודיו"
FAQ	Answer objections	"כמה זמן מראש כדאי להזמין תור?"

Platform-specific guidance

Facebook

Use Facebook for community trust, local discovery, events, groups, and longer explanations.

Do:

• Write group-specific posts instead of copying the same text everywhere.
• Read group rules before posting.
• Use helpful posts with a light CTA.
• Post as a person when group rules require it and the owner approves.
• Use local context: neighborhood, delivery radius, parking, opening hours.

Avoid:

• Posting the same promotional text across many groups.
• Tagging unrelated businesses.
• Using bait such as "boost this post" or "share everywhere".
• Publishing client photos without consent.
• Treating a Facebook Page as the only organic channel.

Instagram

Use Instagram for Reels, Stories, carousels, visual proof, and lifestyle positioning.

Do:

• Lead with a visual concept before writing the caption.
• Add Hebrew subtitles to Reels.
• Use 3-8 hashtags and location tags.
• Keep CTA simple: DM, link in bio, call, WhatsApp.
• Use Stories for daily availability and quick updates.

Avoid:

• Uploading videos without captions.
• Using tiny text inside images.
• Overloading caption with hashtags.
• Making claims that the image cannot support.
• Posting before/after content without documented consent.

TikTok

Use TikTok for direct, informal, educational, and personality-driven video.

Do:

• Open with a strong spoken hook in the first 2 seconds.
• Use Hebrew subtitles.
• Use simple scenes: phone camera, workplace, real customer questions.
• Repurpose ideas, not exact Instagram edits.
• Respond to comments with short videos when relevant.

Avoid:

• Corporate scripts.
• Over-edited videos that hide the person.
• Sensitive customer stories without consent.
• Medical, financial, or professional claims without review.
• Trend participation that conflicts with brand safety.

LinkedIn

Use LinkedIn for B2B trust, recruiting, professional education, and founder-led content.

Do:

• Use clear professional Hebrew or English depending on the audience.
• Start with a specific insight, not a motivational cliché.
• Use case studies, lessons learned, hiring updates, and practical frameworks.
• Add a polite CTA: "Interested in comparing notes?" or "Happy to share the checklist."
• Keep tone useful and grounded.

Avoid:

• Copying Facebook jokes into LinkedIn.
• Using too many emoji.
• Publishing confidential client details.
• Inflating metrics.
• Making unverified claims about market leadership.

Scheduling workflow

flowchart LR
    A[Collect business facts] --> B[Pick platforms]
    B --> C[Create pillars]
    C --> D[Draft captions]
    D --> E[Normalize RTL and emoji]
    E --> F[Validate platform and legal risks]
    F --> G{Sensitive date or Shabbat?}
    G -->|Yes| H[Move to next safe slot]
    G -->|No| I[Schedule]
    H --> I
    I --> J[Export calendar]
    J --> K[Owner approval]
    K --> L[Publish or queue]

Default cadence

Business capacity	Facebook	Instagram	TikTok	LinkedIn
Very limited	2/wk	2/wk	0-1/wk	1/wk
Standard	3/wk	3/wk + stories	2/wk	2/wk
High capacity	5/wk	5/wk + stories	3-5/wk	3/wk
Launch week	5-7/wk	5-7/wk	3-5/wk	2-3/wk

Legal and compliance checklist for Israel

This is not legal advice. Use it as an operational checklist and escalate unclear cases.

• Marketing messages: follow anti-spam rules before sending direct electronic marketing messages.
• Privacy: collect only necessary personal data, keep it secure, and explain the purpose.
• Customer lists: upload to ad platforms only when consent and legal basis exist.
• Influencers: disclose paid collaborations clearly.
• Discounts: show real terms, dates, exclusions, and final price where applicable.
• Consumer protection: avoid misleading claims, hidden conditions, and pressure tactics.
• Accessibility: make visual content understandable with captions, alt text, or text alternatives where feasible.
• Testimonials: keep written consent and avoid changing meaning.
• Health, finance, legal, insurance, education, and employment claims: require professional review.
• Children: apply extra caution; avoid targeting minors with inappropriate products.

Decision tree for compliance escalation

flowchart TD
    A[Review post] --> B{Contains personal data?}
    B -->|Yes| C[Confirm consent and data minimization]
    B -->|No| D{Contains discount or price?}
    C --> D
    D -->|Yes| E[Add terms, expiry date, ₪ price, exclusions]
    D -->|No| F{Contains health/finance/legal claim?}
    E --> F
    F -->|Yes| G[Request professional review]
    F -->|No| H{Direct message or mailing list?}
    G --> H
    H -->|Yes| I[Check anti-spam consent and unsubscribe path]
    H -->|No| J{Sensitive national date?}
    I --> J
    J -->|Yes| K[Replace commercial post or pause]
    J -->|No| L[Approve for scheduling]

Concrete examples

Local café in Haifa

Platforms: Facebook, Instagram, TikTok.

Pillars:

• Daily menu and availability.
• Behind-the-scenes baking.
• Local community moments.
• Seasonal offers.

Example caption:

קפה טוב זה נחמד.
מאפה שיצא עכשיו מהתנור זה כבר סיבה לעצור הכול 

היום בוויטרינה:
בריוש שקדים, קראנץ' שוקולד ועוגיות חמאה.

פתוח עד 18:00 ברחוב מוריה, חיפה.
#חיפה #קפהבחיפה #מאפייה

Schedule:

• Instagram Reel: Sunday 08:30.
• Facebook local group post: Tuesday 12:30.
• TikTok behind-the-scenes: Thursday 17:00.
• Instagram Story: daily when fresh stock exists.

Freelance accountant

Platforms: LinkedIn, Facebook, Instagram.

Pillars:

• Tax deadline reminders.
• Practical expense examples.
• Myth-busting for freelancers.
• Client onboarding.

Example caption:

עצמאים: לא כל קבלה ש"קשורה לעבודה" מוכרת אוטומטית.

לפני שמכניסים הוצאה לדוח, בדקו:
1. האם יש קשר ישיר לעסק?
2. האם יש מסמך תקין?
3. האם מדובר בהוצאה מעורבת?

שמירה מסודרת עכשיו חוסכת כאב ראש בסוף השנה.
#עצמאים #ראייתחשבון #עסקיםקטנים

Risk note: Review tax phrasing. Avoid presenting general content as personal tax advice.

B2B SaaS startup

Platforms: LinkedIn, Facebook professional groups, Instagram for employer brand.

Pillars:

• Product education.
• Customer problem framing.
• Hiring culture.
• Lessons learned.

Example LinkedIn opener:

רוב צוותי המכירות לא צריכים עוד dashboard.
הם צריכים פחות רעש בין lead לפעולה הבאה.

Edge cases

Edge case	Handling
Mixed Hebrew and Arabic audience	Create separate captions; do not rely on machine-translated Hebrew
Hebrew plus English product UI	Keep UI terms in English and explain briefly in Hebrew
Business open on Shabbat	Ask for sensitivity preference; still avoid broad-audience promotional pushes during sensitive windows
National emergency	Pause automated promotional content; publish only useful, verified service updates
No assets	Use text posts, carousels with simple templates, FAQ content, and behind-the-scenes placeholders
Highly regulated service	Add review gates for health, finance, legal, insurance, real estate, and education
Franchise or chain	Confirm brand guidelines and location-specific approval rules
User asks to scrape group members	Refuse scraping; suggest compliant community posting and consent-based lead capture
User asks for fake reviews	Refuse fake engagement; suggest legitimate testimonial collection workflow
Client wants one caption everywhere	Adapt the same idea per platform instead of duplicating the same post
TikTok trend conflicts with brand	Skip the trend; protect trust over reach
Holiday greeting uncertainty	Use a neutral greeting or skip; verify holiday timing first

Anti-patterns

Avoid these patterns:

• Posting identical copy on all platforms.
• Publishing Hebrew text with broken number/order rendering.
• Treating hashtags as the strategy.
• Scheduling sales posts on Yom Kippur or memorial days.
• Using "limited offer" without real end date.
• Claiming "the best" or "guaranteed" without support.
• Uploading a customer list without consent.
• Ignoring Facebook group rules.
• Posting visual text that cannot be read on mobile.
• Automating replies that appear human without disclosure.
• Using engagement bait.
• Hiding material terms in tiny image text.
• Publishing customer faces, homes, cars, medical details, or children without explicit consent.
• Translating English clichés directly into unnatural Hebrew.

Troubleshooting

Symptom	Likely cause	Fix
Hebrew punctuation appears reversed	Mixed RTL/LTR text without isolation	Add Unicode isolation around mixed segments or test in the target app
Hashtags break	Spaces or punctuation inside Hebrew hashtag	Remove spaces; keep one readable word or short phrase
Link preview missing	Platform crawler blocked or URL metadata absent	Test the URL, add Open Graph metadata, or use native media
Instagram post rejected	Missing media, expired token, unsupported aspect ratio	Use a valid image/video and refresh token
TikTok post stuck	Upload processing or moderation review	Check status endpoint and platform policy
LinkedIn post looks too casual	Facebook-style copy reused	Rewrite around professional insight
Facebook group post removed	Rule violation or repeated promotion	Read rules and provide value before CTA
Engagement low	Weak hook, wrong timing, mismatch to platform	Rewrite first line and test another slot
Comments attract complaints	Offer terms unclear	Add price, dates, eligibility, and exclusions
Posts publish at wrong time	Timezone mismatch	Store datetimes with Asia/Jerusalem and never as naive local time

Production checklist

Before scheduling:

• Confirm business name, service area, offer, and contact details.
• Confirm platform list and account access.
• Confirm timezone is Asia/Jerusalem.
• Confirm holidays and sensitive dates for the schedule period.
• Confirm Shabbat policy.
• Confirm asset rights for photos, music, templates, and fonts.
• Confirm customer consent for testimonials and before/after content.
• Confirm discount terms and expiry date.
• Confirm privacy notice for lead forms.
• Confirm anti-spam consent for direct messages, SMS, email, or WhatsApp campaigns.
• Validate captions for platform limits.
• Validate hashtag count and readability.
• Validate emoji rendering on mobile.
• Validate links and UTM parameters.
• Review all posts in a calendar view.
• Get owner approval.
• Queue posts in approved platform tools or compliant APIs.
• Monitor comments during the first hour after publishing.
• Record actual performance for future scheduling.

Output templates

Calendar table

Date	Time IL	Platform	Format	Pillar	Caption	CTA	Compliance notes	Owner status

JSON schedule item

{
  "platform": "instagram",
  "scheduled_at": "2026-06-08T08:30:00+03:00",
  "timezone": "Asia/Jerusalem",
  "format": "reel",
  "caption": "לפני שמעלים Reel: בדקו שיש כתוביות בעברית.",
  "hashtags": ["#עסקיםקטנים", "#שיווקדיגיטלי"],
  "cta": "שלחו הודעה לקבלת צ'ק-ליסט",
  "approval_status": "pending_owner_review",
  "risk_flags": ["requires_asset_rights_check"]
}

Using the included helper scripts

Use the structured client when a repeatable schedule is needed.

python scripts/social_media_manager_client.py plan --platform instagram --platform facebook --days 14 --business-type "מספרה"
python scripts/social-media-manager-cli.py validate --platform instagram --caption "טיפ קצר לבעלי עסקים "
python scripts/social-media-manager-cli.py export --platform linkedin --days 7 --format json

The helper supports synchronous and asynchronous scheduling, JSON/CSV export, RTL normalization, Hebrew hashtag cleanup, Shabbat avoidance, custom blackout dates, and platform validation.

Handoff guidance

Provide outputs in a format the business owner can approve quickly:

• Start with a one-screen summary.
• Add a calendar table.
• Add captions grouped by platform.
• Add risk notes and missing assets.
• Add publishing instructions.
• Add a short measurement plan for the next cycle.

Measurement plan

Track only metrics that lead to decisions.

Metric	Meaning	Decision
Saves	Valuable educational content	Create more guides/checklists
Comments	Conversation potential	Follow up and turn into FAQ posts
Shares	Strong local relevance	Repeat the topic from another angle
Profile visits	Interest in business	Improve bio and contact flow
Link clicks	Action intent	Check landing page and offer clarity
DMs	Lead potential	Improve response scripts and consent handling
Watch time	Video strength	Keep hooks that retain viewers
Unfollows or negative comments	Tone mismatch	Reduce hard selling or clarify claims

Safety boundaries

Do not assist with fake engagement, bought followers, scraping private groups, impersonation, unauthorized account access, stealth advertising, misleading endorsements, or evasion of platform enforcement. Offer compliant alternatives such as consent-based lead capture, transparent testimonials, community guidelines, and owner-approved organic posting.