GuideBeginner

Social Media Strategy 101

Estimated reading time: 12 min • Updated Sep 30, 2025

Overview

Build a simple, testable strategy your team can execute within 2 weeks. Focus on clear goals, audiences, messaging pillars, channel choices, and KPIs.

Who It’s For & Outcomes

  • Documented goals & KPIs aligned to business outcomes
  • Defined audience segments and priority problems
  • 3–5 messaging pillars mapped to funnel stages
  • Channel mix with posting cadence and responsibilities
  • Measurement plan with weekly operating rhythm

Prerequisites

  • Brand positioning doc (or 1-page brief)
  • Analytics access for core channels

Step-by-Step

  1. Define 1–2 primary goals (leads, sales, signups) and 1 secondary (brand, community).
  2. Map your audiences (jobs-to-be-done) and list 3 pains/desires each.
  3. Pick 3–5 content pillars (educate, social proof, product, POV, community).
  4. Choose channels by audience and creative strength; set cadence per channel.
  5. Design your weekly operating rhythm: ideation → approval → publish → review.
  6. Create a simple KPI board; review weekly; ship 2 high-leverage experiments.

Platform Notes

Instagram

  • Use Reels for reach, Feed for depth, Stories for intimacy.
  • Add ALT text; use link-in-bio in the caption CTA.

LinkedIn

  • Alternate short posts with Articles/Documents for depth.
  • Tag people/companies judiciously; add links near the top.

TikTok

  • Hook in 3 seconds; visual CTA to “link in bio”.

YouTube

  • Pin a comment with CTA; use Shorts to drive to longform.

Checklist

  • Goals & KPIs written
  • Pillars & examples captured
  • Channel cadence set
  • Owner(s) assigned
  • Weekly review on calendar

Common Pitfalls

  • Too many goals → diluted focus
  • Irregular cadence → algorithm decay
  • No feedback loop → stale creative

FAQs

How many channels should we start with?
Two is ideal. Nail creative fit before expanding.
What’s a good weekly rhythm?
Plan Monday, create Tue/Wed, publish Wed–Fri, review Monday.