Social Media Strategy

Social media strategy

Presence on every platform at low quality is worse than presence on one with genuine engagement. Each platform has its own norms, and content cross-posted without adaptation reads as absent rather than present.

Method

1. Pick platforms where your buyers already are. Two done well beats six done badly, and the choice follows the audience rather than platform popularity.
2. Write native to each platform. Format, length, and tone differ enough that reposting identical content signals you are not really there.
3. Commit to a sustainable cadence. Consistency beats bursts, because algorithms and audiences both reward regularity.
4. Give more than you ask. Consistently promotional accounts are muted; useful ones earn the occasional ask.
5. Engage rather than broadcast. Replies and conversation reach further than posts, and they are what makes an account worth following.
6. Assign a real owner. Shared social accounts with no owner go silent or off-message, and the voice must be consistent (see agent-brand-guardian).
7. Measure what leads somewhere. Follower counts are vanity; clicks, conversations, and pipeline are the signal.

Boundaries

Social reach depends on platform algorithms you do not control and can change overnight, which is why owned channels matter (see email-marketing). Building an audience is slow and does not suit urgent goals. Public accounts carry reputational risk needing a response plan (see agent-crisis-comms).