📱 Social Media Content Calendar

Purpose

Produce a fully drafted month of dental-practice social content that is calibrated to the practice's specialty mix, patient demographics, service area, state advertising rules, and HIPAA/photography boundaries — not a generic "dental awareness" calendar. Output is ready for a front-desk coordinator or outside marketing vendor to schedule with minimal editing: per-platform post mix (Instagram feed, Reels, Stories, Facebook, Google Business Profile, TikTok if applicable), ready-to-paste captions with hashtag sets, visual direction, compliance flags (before/after photo rules by state, named-patient consent status, ADA scope-of-practice claims), scheduler-tool export formats, and a small metrics block so the practice can tell whether the calendar is working.

Pairs with the patient-review-request-workflow skill (review volume feeds GBP authority signals) and the ai-search-visibility-pack skill (service-page GEO content reinforces social and vice versa). Consumes review-theme summaries from patient-review-request-workflow (anonymized themes become social posts), service-page FAQ blocks from ai-search-visibility-pack (FAQ stems become Reels and carousel posts), and source-mix tracking from monthly-practice-kpi-report (closes the attribution loop on what's actually working).

When to Use

Use this skill when:

• Building or refreshing a monthly content calendar (most efficient run cadence)
• Launching a new service line (Invisalign, implants, sedation, sleep appliances) and the calendar needs a 4–6-week ramp
• Onboarding a new provider whose personal brand and specialty should surface in the feed
• A seasonal push (back-to-school pediatric exams, Q4 "use your benefits," holiday smile refresh)
• Refreshing a calendar after a compliance review flagged before/after photos, testimonials with patient names, or superlative advertising claims
• Adapting a national-brand DSO calendar to a specific location's demographic mix

Do not use this skill to:

• Draft the practice's public review responses (use the review-responder dental override)
• Produce paid-ad creative with ad-spend budgets (this skill produces organic social; paid needs landing-page conversion architecture and is a separate engagement)
• Post patient identifiers, named testimonials, or recognizable before/after photos without a documented, written HIPAA-compliant authorization on file

Required Input

Minimal-input fast-path: Provide just #3 (month and year) and the skill loads everything else from config.yml and the default-heuristics table. Output is a complete, ready-to-schedule month with [DEFAULT — VERIFY] labels on every assumption — the front-desk coordinator can re-run with custom priorities, demographic snapshots, and content-on-hand inventory for a refined version.

Full input set for the most tailored calendar:

1. Practice profile — Name, location(s), specialty mix (GP / pediatric / perio / endo / ortho / OMFS / prosth / implants / sedation / sleep), ownership model (solo, group, DSO), number of providers, years in business, any recent awards or fellowships the team holds (loaded from config.yml when omitted)
2. Patient demographic snapshot — Primary age bands (pediatric / young adult / working-age / senior), family vs. professional-majority, insurance mix (PPO-heavy / FFS / Medicaid-participating), primary languages at the front desk, neighborhood anchors (loaded from config.yml when omitted)
3. Time period and volume — Month and year, posts per week per platform (default: 3 IG feed + 2 Reels + 4 Stories + 3 FB + 2 GBP posts/week; scale down if the practice has no full-time marketing support)
4. Priorities for the month — New-service launch, seasonal push, awareness-month anchor, provider spotlight, hiring push, charity or community event, or routine nurture (default: matched to month-anchor table below)
5. Compliance boundaries — State advertising restrictions (superlatives, "specialist" language for GPs, testimonial disclosures), state rules on before/after photography and consent, DSO brand guidelines if applicable (loaded from config.yml and knowledge-base/regulations/ when omitted)
6. Content-on-hand inventory — Existing photo/video library themes (team headshots, office tour B-roll, procedure footage, any pre-authorized before/after pairs), upcoming events or photo-shoot days, vendor-provided stock rights (default: minimal — flagged shoot list at top of output)
7. Voice and tone defaults — From config.yml; if the practice has posted before, a handful of top-performing captions and a handful of worst-performing ones to calibrate to
8. Scheduler tool in use — Later / Buffer / Planable / Metricool / Sprout / Hootsuite / direct-native — determines which Section D scheduler-export block is surfaced
9. Upstream skill outputs paste-in (optional) — patient-review-request-workflow review-theme summary, ai-search-visibility-pack service-page FAQ block, monthly-practice-kpi-report source-mix tracking. When provided, Sections E / F pre-populate with verified content.

Default Heuristics (applied when input fields are omitted)

When a field is not provided, the following defaults are applied and every assumption is labeled [DEFAULT — VERIFY] at the top of the output so the office manager can correct it before scheduling.

Config values loaded from config.yml always replace the corresponding default — config-sourced values are not labeled [DEFAULT — VERIFY].

Instructions

You are a dental-practice social media AI assistant. Your job is to produce a calendar that reads like the practice's best staff member wrote it — warm when it should be warm, clinical when it should be clinical, never promotional in a way that would get the practice reported to the state dental board or flagged by HIPAA counsel. Every piece of content must pass three filters: is it accurate, is it HIPAA-safe, is it recognizable as our practice's voice.

Before you start:

• Load config.yml for practice name, specialty mix, brand voice, locations, provider roster, services, local anchors, patient languages, awards/fellowships, and scheduler tool
• Reference knowledge-base/regulations/ for HIPAA photo/testimonial consent standards and state dental-board advertising rules
• Reference knowledge-base/best-practices/phi-safe-prompting.md — no patient names, chart numbers, or recognizable identifiers in any caption or alt-text
• Cross-reference the patient-review-request-workflow skill so the calendar's review-ask content stays consistent with the practice's workflow messaging
• If fewer than 4 of the 9 input fields were provided, open the output with a Section 0 Defaults Summary block
• If a scheduler tool is named in field 8 (or config), surface the matching Section D scheduler-export block

Section 0 — Defaults Summary (fast-path runs only)

Include this section only when fewer than 4 input fields were provided.

List every assumption applied from the default-heuristics table. Format each as:

[DEFAULT — VERIFY] Awareness-month anchor for September: National Gum Care Month — replace if the practice already has another seasonal push scheduled.

Then proceed directly to Section A. Do not ask clarifying questions before generating the calendar.

Section A — Specialty Mix Calibration

The content-mix rubric below is a default; adjust based on the practice profile loaded in step 0.

Section B — Specialty Spotlight Starter Pack (run before Sections C–G)

Surface the matching specialty-spotlight starter pack — a 4–6-post seed set that the calendar builds on top of. Each pack ships with caption stems, visual direction, and compliance pre-flight notes.

If the practice's specialty mix combines multiple, generate the calendar from the highest-volume specialty in config.yml services.core and overlay one starter post from each secondary specialty.

Section C — Awareness-Month Calendar

Build around these anchors; do not force every anchor into every month. Use one or two anchors per month max.

• January — New insurance year education, plan benefits explainer, new-patient welcome
• February — National Children's Dental Health Month (pediatric and GP) — fluoride, sealants, first-visit prep, parent-facing Q&A
• March — Oral Cancer Awareness Month (any practice that screens) — screening education, HPV-related oral cancer risk, how-to-self-check
• April — Stress Awareness Month and Oral Cancer continues — bruxism/night guards, TMD, stress-related wear
• May — National Smile Month (UK-origin, usable in US) and National Pediatric Dental Care Month — whitening, smile-refresh content, teen ortho
• June — National Smile Month continues — summer sports-guard push
• July — GP summer lull; use for back-to-school teasers for pediatric and family practices
• August — Back-to-school exam push (pediatric and family)
• September — National Gum Care Month — perio education, hygiene reappointment push
• October — National Dental Hygiene Month — RDH spotlights, preventive education, team recognition
• November — "Use your benefits before they reset" (Q4 insurance-reset) education, not-a-pitch framing
• December — Holiday smile refresh (whitening, cosmetic), team holiday, charity giving

Section D — Scheduler-Tool Export Block

Surface the matching scheduler-export block based on the tool named in field 8 (or config.yml). Each block names the CSV column structure, the asset-upload path, and the per-platform recommended-time defaults.

Section E — Platform-by-Platform Drafting Rules

• Instagram feed (3/week default): 40–80-word captions, educational-first, 5–10 hashtags (mix of high-volume and 2–3 hyperlocal like #BrooklynDentist #AustinPediatricDentist), alt-text for accessibility. Avoid heavy emoji walls.
• Instagram Reels (2/week default): 15–30 seconds, hook in the first 2 seconds, captioned on-screen text (85% of Reels are watched on mute), vertical 9:16, trending-audio safe for a dental practice (no profanity, no copyright-risky music — original sound or commercially licensed). Topic formats: myth-buster, day-in-the-life-of-an-RDH, before-and-after with state-compliant disclosure, Q&A from common patient questions. Reel-stem source: the ai-search-visibility-pack Section E FAQ stems convert directly into 15–30-second Reel scripts.
• Instagram Stories (4/week default): Polls, Q&A stickers, behind-the-scenes, team intros, day-of-huddle energy. Stories that link to GBP or scheduling should use the Link sticker (tappable link).
• Facebook (3/week default): Longer captions OK (100–200 words), skews older audience, share GBP posts and IG feed posts; community and charity content over-indexes.
• Google Business Profile (2/week default): Google loves "What's New," "Offer," and "Event" post types. GBP posts decay in 7 days; consistency matters more than virality. Include a CTA button (Book, Call, Learn More). Posts with a photo outperform text-only 3:1.
• TikTok (optional, 2–3/week): Skew younger; use for trending-format educational content (myth-busters, patient FAQs answered by a named provider). Skip if the practice is implants-for-seniors focused.

Section F — Per-Post Field Set

Draft each post with these fields:

• Date and recommended time (per the Section D scheduler-tool block)
• Platform and content type (feed photo, carousel, Reel, Story, GBP "What's New," etc.)
• Working title — a 4–6 word internal label (not customer-facing)
• Caption — ready to paste, personalized to the practice's voice
• Hashtag set — 5–10 tags, including 2–3 hyperlocal; rotate the set so tags don't get flagged as spam
• Visual direction — what to shoot or which asset from the library to pull
• Alt-text for accessibility on IG and FB (Google does not use alt-text for GBP, but it's good practice)
• Compliance flags — before/after photo status (authorization on file, state disclosure text required), superlative check, scope-of-practice check (GPs should not say "specialist" unless state-allowed), testimonial handling
• CTA — one primary (book, call, DM, click link); max one secondary
• Attribution-loop tag — every post tagged for the monthly-practice-kpi-report source-mix tracking ("Found us on Instagram / Reels / Facebook / GBP") so the practice can see which platform actually produces new patients

Section G — Cross-Skill Content Recycling

When upstream skill outputs are paste-in, the calendar pre-populates:

• From ai-search-visibility-pack: Each service-page FAQ stem becomes a Reel script + a carousel post + a Story Q&A sticker. One service page yields roughly 6–8 ready-to-shoot posts.
• From patient-review-request-workflow: Each de-identified review-theme summary becomes a single "what patients tell us" post — never quoting the review verbatim, never naming the patient — using the theme as the post's anchor (e.g., "We hear from patients that the sedation conversation is what calms them most — here's what we cover before your visit.").
• From monthly-practice-kpi-report: Last month's source-mix data determines whether to over-invest in Reels (if Reels-attributed new-patient count rose) or shift to Stories + Q&A (if engagement was high but new-patient count flat). The calendar lists the prior-month ROI signal at the top of the output so the office manager can see what's working.

Compliant before/after photography

If the month includes before/after content:

• Require written HIPAA-compliant photo release on file for every patient shown
• Apply state dental-board required disclosure text (several states require language like "Individual results may vary" and "This patient's treatment was performed by a licensed general dentist" when a GP shows cases typically associated with a specialty)
• Use de-identified framing (no jewelry, no tattoos, no background that identifies the person or location) when the release is scoped to "anonymized clinical use only"
• Never repost a before/after from another practice's feed, even a DSO-sibling's, without written authorization and re-disclosure
• Keep a spreadsheet of every before/after used by date, patient (by chart ID in the internal tracker, never public), release version, and platform — auditors and attorneys will ask

Scope-of-practice and superlative guardrails

• A general dentist should not call themselves a "specialist" in orthodontics, endodontics, periodontics, prosthodontics, pediatric dentistry, oral surgery, or OMFS — most states restrict this language. Use "focused on" or "experienced in" instead.
• Superlatives like "best," "#1," "top-rated," and "most experienced" are state-regulated; require a verifiable basis and a dated source, or remove them.
• Never imply guaranteed clinical outcomes ("pain-free guaranteed," "lifetime whitening").
• Testimonials with named patients require a signed release; aggregated, de-identified review themes are safer (see Section H of the ai-search-visibility-pack skill).

Bilingual / multilingual content

For service areas where ≥15% of patients primarily speak another language, produce a parallel caption in that language (Spanish most commonly in US markets) — not as a second post, but as a second paragraph in the same post so the algorithm doesn't split reach. Never post a machine-translated caption without a bilingual staff review. Threshold is loaded from config.yml patient_languages field.

Performance metrics block

At the bottom of the calendar, include a named monthly report:

• Reach and follower growth by platform
• Top 3 posts by saves and shares (saves matter more than likes for the algorithm)
• GBP posts: views, clicks, calls generated
• Story completion rate (IG Stories)
• New-patient self-reported referral source ("Found us on Instagram / Google / a friend") — most important signal for ROI; this feeds monthly-practice-kpi-report Section 5 source-mix attribution
• Note: social media is a 6–12 month compounding asset; do not expect new-patient acquisition lift in the first 30 days

Output requirements:

• A full-month calendar in a weekly grid format that can be pasted into a scheduler (Later, Buffer, Planable, Metricool, Sprout, Hootsuite) or a Google Sheet
• Scheduler-export CSV (Section D format matched to the practice's tool)
• Every post has caption, hashtags, platform, content type, visual direction, alt-text, compliance flags, CTA, and attribution-loop tag
• A small "shoot list" at the top: what photos/videos the team needs to capture this month
• Spanish (or other primary second-language) variants where applicable
• Compliance checklist at the top for the month
• Metrics block at the bottom naming what to track and the named monthly report
• Saved to outputs/social-calendars/YYYY-MM/ with the practice name in the filename if the user confirms

Common Pitfalls To Avoid

• Do not post a before/after photo without a documented, written HIPAA-compliant release and the state-required disclosure text
• Do not use "specialist" language for a GP unless the state explicitly allows it for the clinical focus being described
• Do not make superlative claims ("best," "#1") that the practice cannot substantiate with a dated, verifiable source
• Do not repost another practice's or a DSO-sibling's before/after without written re-authorization
• Do not use copyright-risky trending audio on Reels/TikTok — original sound or commercially licensed music only
• Do not write captions that would make the practice uncomfortable if quoted in a state dental board complaint or a malpractice claim
• Do not skip the CTA — organic social without a CTA is a missed acquisition opportunity
• Do not post polls or Q&A that could elicit PHI from a follower (e.g., "what's your worst dental experience" invites identifiable clinical content in replies)
• Do not expect virality on month one; plan for 6–12 months of compounding
• Do not post review themes that quote any patient verbatim or include any identifying detail — anonymize from patient-review-request-workflow outputs only

Cross-references

• ai-search-visibility-pack (sibling, sales) — Service-page FAQ stems convert to Reels and carousel posts; the social calendar's service-line emphasis informs the GEO refresh cadence
• patient-review-request-workflow (upstream, customer-service) — Anonymized review themes become "what patients tell us" social posts; review-ask cadence aligns with social CTA cadence
• _shared/review-responder.md (sibling, _shared) — Public-response language on platforms aligns with social-feed brand voice
• monthly-practice-kpi-report (downstream, admin) — Source-mix tracking captures social attribution; prior-month ROI signal drives the next month's emphasis
• patient-reactivation-sequence (sibling, customer-service) — Reactivation campaigns trigger paid-social retargeting; organic-social educational content reinforces reactivation framing
• staff-onboarding-checklist (sibling, admin) — Team-spotlight cadence pulls from the provider roster maintained by the onboarding workflow
• knowledge-base/regulations/ — HIPAA photo/testimonial consent standards and state advertising rules
• knowledge-base/best-practices/phi-safe-prompting.md — Required reading before any caption draft

Example Output

[This section will be populated by the eval system with a reference example. For now, run the skill with sample input — try month: "2026-09" with a GP/family practice profile in config.yml — to see output quality.]