Social Strategy

A social media strategy is a comprehensive, detailed plan that determines how a person or entity—such as a brand, business, or organization—uses various social media platforms to reach specific goals and objectives. This can encompass something as simple as increasing the visibility or awareness of a brand to something as intricate as building and maintaining a community across several platforms. At its most fundamental level, a social strategy is built upon knowledge of the target audience and understanding of their values, preferences, and online habits.

From there, it delineates the optimal ways and manners to use a social media platform and, what is often not considered, when to use a platform. One also must consider the types of posts that will be made and the types of incremental metrics that will be used to determine how well the plan is functioning. Of course, these analyses must happen frequently enough for course correction to be viable but not so frequently that one seems to be living on the platforms.

A plan also must consider the ways in which it will maintain a consistent but platform-appropriate voice across the various social platforms in question.