Strategy: Channel Architecture

Designs a hub-and-spoke channel architecture: the conversion hub, one role per platform, the customer traffic flow and the split of content effort, based on Schaffer's platform role framework (Maximize Your Social, Wiley, 2013) adapted for Uganda and East Africa.

Use When

• We post identical content everywhere and cannot say what Facebook, Instagram, TikTok, LinkedIn or WhatsApp is each for.
• We need a conversion hub (website, WhatsApp Business or landing page) and a traffic flow map from every spoke to it.
• A small team is stretched across too many platforms and must decide where effort and posting frequency go.
• Content should flow from one core piece to the other platforms instead of being made separately for each.

Do Not Use When

• traction-channel-bullseye for deciding whether social media or another channel family should be tested at all.
• peso-integrated-strategy for coordinating paid, earned, shared and owned media and growing owned audiences.
• 05-social-media-strategy for the full social-media strategy document.
• Stop when the business goal or the list of active accounts is unknown; request the channel audit before assigning roles.

Required Inputs