Social Strategy

This is the top-level plan: which channels, what for, how to win, and at what cadence. It sits above content-pillars (what themes) and batch-content-plan (what posts) and tells them where to point. Everything downstream inherits the choices made here.

The core idea, and what separates strategy from a to-do list:

Strategy is choices and trade-offs — above all, what not to do. "Be on every platform, post consistently, engage your audience" is not a strategy; it's a list of platitudes that spreads a brand thin and wins nowhere. A real strategy picks the few channels where the audience is and the brand can win, deliberately drops the rest, and commits to one clear objective and a differentiated angle.

When to use this

• Starting a social presence from scratch, or resetting a scattered one.
• Deciding which platforms to be on (and which to quit).
• Before content-pillars / batch-content-plan, to set the objective and channels they serve.