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
- Define 1–2 primary goals (leads, sales, signups) and 1 secondary (brand, community).
- Map your audiences (jobs-to-be-done) and list 3 pains/desires each.
- Pick 3–5 content pillars (educate, social proof, product, POV, community).
- Choose channels by audience and creative strength; set cadence per channel.
- Design your weekly operating rhythm: ideation → approval → publish → review.
- Create a simple KPI board; review weekly; ship 2 high-leverage experiments.
Platform Notes
- Use Reels for reach, Feed for depth, Stories for intimacy.
- Add ALT text; use link-in-bio in the caption CTA.
- 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.