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Included in Brand Identity + Social Media Launch System
Social Media Strategy
The strategic study of how your brand should use social media.
The Social Media Strategy is the strategic study that determines how your brand should use social media to build awareness, credibility, community and commercial opportunities. It is not a posting calendar nor a template collection.
It answers questions like
- • Which networks should the brand be on?
- • What role will each network play?
- • Which audience should it speak to on each channel?
- • Which objectives should it pursue?
- • What content types should it produce?
- • Which topics should it own?
- • How often should it publish?
- • Which formats should it prioritize?
- • How should it turn attention into action?
- • How should results be measured?
What it includes
Executive Social Strategy
- Current situation
- Communication objectives
- Commercial objectives
- Priorities for the first 90 days
- Role of social media within the launch
Audience Analysis for Social Media
- Primary audience
- Secondary audiences
- Needs
- Motivations
- Objections
- Interests
- Digital behaviors
- Attention moments
- Consumed formats
- Language
- Preferred channels
Channel Strategy
- For each recommended platform: audience, objective, function, positioning, content, formats, frequency, CTA, KPI, priority level, and what should not be published
Content Pillars
- Each pillar: objective, topic, audience, formats, messages, CTA, examples and recommended % of monthly content
- Examples: brand awareness, education, authority, founder story, customer problems, product benefits, social proof, community, conversion, culture & lifestyle
Publishing Strategy
- Sustainable frequency
- Weekly distribution
- Balance between education, positioning and sales
- Cross-channel reuse
- Launch sequence
- Interaction recommendations
- Community management
Recommended Interaction Windows
- Recommended times by channel, location, timezone, audience type, day of week and content type
- When no analytics exist, shown as “Initial testing windows” with a 30–60 day validation plan
Measurement Framework
- Reach
- Impressions
- Saves
- Shares
- Engagement
- Profile visits
- Link clicks
- Leads
- Messages
- Conversion actions
- Cost per result when advertising