Most 'social media strategies' are a list of post ideas in a Google Doc. A real strategy answers five questions in order: who, what, where, how often, and how do we know. Here is the framework I use with clients.
1. Audience: who is this for
Skip generic personas. Write down the three real people you want to reach: their job, their goal, the thing they are frustrated about, and the language they actually use. Every later decision flows from this.
2. Content pillars: what you talk about
Pick three to five pillars. A pillar is a recurring theme, not a topic. Examples: product education, behind the scenes, customer wins, industry commentary, founder POV. Every post must map to one pillar. If it does not, it does not get posted.
3. Platforms: where you show up
Most brands try too many platforms. Start with two: one for reach (TikTok, Reels, or Shorts), one for depth (LinkedIn or Instagram main feed). Add more only when the first two are running on autopilot.
4. Cadence: how often you post
Decide a posting rhythm you can keep for 12 months, not 12 days. Three posts a week sustained will out-perform daily posting that collapses after a month.
5. Measurement: how you know
Pick one primary KPI per quarter — usually reach, saves, profile visits, leads, or revenue. Track it weekly. Everything else is a supporting metric.
Final Thoughts
A strategy that fits on one page and gets used beats a 40-page deck nobody opens. Build the simple version, ship it for a quarter, then refine.