Social Media Strategy

When to Use This Skill

Use this skill when you need to:

Build a social media strategy from scratch for a business
Overhaul an unfocused social media presence with a clear plan
Select the right platforms and define a content mix
Set realistic growth targets and a sustainable posting cadence

DO NOT use this skill for writing individual posts, creating social calendars (use social-media-calendar skill), or ad campaign strategy. This is for high-level social media planning.

Core Principle

SOCIAL MEDIA STRATEGY IS ABOUT CHOOSING WHERE TO SHOW UP, WHAT TO SAY, AND HOW OFTEN — NOT BEING ON EVERY PLATFORM AND POSTING RANDOMLY.

Phase 1: Brief

Required Inputs

Input	What to Ask	Default
Business	"What does your business do?"	No default — must be provided
Target audience	"Describe your ideal follower/customer."	No default — must be provided
Current presence	"Which platforms are you on now? How active?"	None — starting fresh
Business goal	"What should social media achieve? Brand awareness, leads, sales, community?"	Brand awareness + leads
Time budget	"How many hours per week can you spend on social media?"	5 hours per week
Content resources	"Can you create video, or text/image only?"	Text and image only

GATE: Confirm brief before building strategy.

Phase 2: Outline

Strategy Sections

1. Platform Selection — where to focus (and where NOT to)
2. Audience Personas — who you are talking to on each platform
3. Content Pillars — 3-4 recurring content themes
4. Content Mix — ratio of content types (educational, entertaining, promotional)
5. Posting Cadence — frequency per platform
6. Growth Tactics — organic strategies for follower growth
7. Engagement Plan — how to interact beyond posting
8. Metrics & Goals — what to track and target

GATE: Approve outline before full strategy.

Phase 3: Write

1. Platform Selection

## Platform Recommendation

| Platform | Recommendation | Reason |
|----------|---------------|--------|
| [Platform 1] | **Primary** | [Why — audience match, content fit, business goal alignment] |
| [Platform 2] | **Secondary** | [Why — supports primary, different format] |
| [Platform 3] | **Skip for now** | [Why — audience mismatch, too time-intensive, low ROI] |

Rules:

Solopreneurs: maximum 2 platforms until one is profitable
Choose platforms where your audience already spends time
Match platform to content capability (no video platform if they cannot make video)

2. Content Pillars

## Content Pillars

**Pillar 1: [Name]** ([X]% of content)
- What: [Description]
- Example: "[Specific post idea]"

**Pillar 2: [Name]** ([X]% of content)
- What: [Description]
- Example: "[Specific post idea]"

**Pillar 3: [Name]** ([X]% of content)
- What: [Description]
- Example: "[Specific post idea]"

**Pillar 4: Promotional** (max 20% of content)
- What: Direct promotion of products/services
- Example: "[Specific post idea]"

3. Content Mix

## Content Mix (80/20 Rule)

**80% Value content:**
- Educational (tips, how-tos, frameworks): [X]%
- Entertaining (relatable, funny, storytelling): [X]%
- Inspirational (wins, motivation, behind-the-scenes): [X]%

**20% Promotional content:**
- Product/service promotion: [X]%
- Testimonials and case studies: [X]%

4. Posting Cadence

## Posting Schedule

| Platform | Frequency | Best Days | Best Times | Content Type |
|----------|-----------|-----------|------------|-------------|
| [Primary] | [X posts/week] | [Days] | [Times] | [Types] |
| [Secondary] | [X posts/week] | [Days] | [Times] | [Types] |