Social Media Strategy
Deciding which platforms are worth your time, what you are actually there to do, and what you will stop doing. Usually fewer channels, better run.
Overview
Most companies are on five platforms and doing well on none. The accounts exist because somebody set them up, they get fed the same post at the same time, and the results are judged against nothing in particular.
A strategy makes the uncomfortable decision: which one or two platforms deserve real effort, what the account is for beyond existing, and which accounts should be closed or left dormant with a link to where you actually are. Concentration is almost always the answer.
Who this is for
- Companies posting across many platforms with little to show for it
- Teams inheriting accounts nobody has a plan for
- Businesses whose audience has moved and whose posting has not
How we approach social media strategy
The specific pieces of work a typical engagement covers. Scope is agreed up front — nothing here is a surprise line item later.
Platform selection
Where your audience genuinely is and where your format works. Being on a platform you cannot make good content for is worse than being absent from it.
Purpose per channel
Each account gets one job: demand, recruitment, support or reputation. Accounts trying to do all four do none of them well.
Content pillars
Three or four recurring themes, so planning is a matter of choosing within a pillar rather than starting from a blank calendar every month.
Voice and boundaries
How the brand sounds and what it will not comment on. The second half saves more trouble than the first half creates value.
Resourcing plan
What this realistically costs in hours and money. Strategies that assume unlimited effort fail in month two.
Measurement
What success means per channel, defined before launch, and usually not follower count.
From first call to measured result
The same sequence every time, so you always know what happens next.
Audit
Existing accounts, competitors and audience behaviour. Which posts genuinely performed and what they had in common.
Decide
Choose the platforms and the purpose of each, including which accounts to close. That decision is the strategy.
Design
Content pillars, cadence, voice and the approval process, sized to the resource that actually exists.
Review
Quarterly review against the agreed measures, adjusting pillars and cadence on what the data says.
Outcomes, not deliverables
A pile of artefacts isn't progress. These are the changes the work is meant to produce — and what we report against.
Effort in fewer places
Concentration beats coverage. Two well-run channels outperform five neglected ones on every measure that matters.
Planning that is quick
Content pillars turn a monthly blank page into a short set of choices.
Fewer awkward moments
Agreed boundaries mean the question of whether to comment on something has already been answered.
Honest measurement
Goals per channel mean you can tell whether an account is earning its time.
Common questions about Social Media Strategy
The things people ask before they get in touch. If yours is not here, ask us directly.
Which platforms should a B2B company be on?
Usually LinkedIn plus one other, and the other depends on your market rather than on convention. Some B2B audiences are genuinely active on YouTube or in industry communities and barely present on LinkedIn beyond a profile. The audit answers it for your specific case.
How often should we post?
Whatever you can sustain at a quality you would not be embarrassed by. A well-made post twice a week beats daily filler, and every platform now rewards engagement rate over volume.
Should we close accounts we are not using?
Usually yes, or leave a final post pointing to where you are active. A dormant account with a two year old post and unanswered questions is worse for a prospect to find than no account at all.
Do we need a presence on every new platform?
No. Claim the handle so nobody else does, then wait. Most new platforms do not reach the scale where a business presence pays for the effort.
Thinking about Social Media Strategy?
Tell us what you are trying to change. If we are not the right fit we will say so, and point you somewhere better.
Looking at the wider picture?
Social Media Strategy usually sits alongside other work in Social Media & Community. Browse the full area to see what it connects to.