Building a social media strategy that actually works

A useful social strategy connects business priorities to audience needs. It gives every post a job and every channel a reason to exist.

Start with an outcome

Choose the commercial or brand outcome before choosing formats. Awareness, trust and acquisition require different messages and measures.

Build useful content territories

Create a small set of topics where your expertise and your audience's interests meet. This keeps ideas focused without making the work repetitive.

Review what changes behaviour

Look beyond surface engagement. Track the signals that reveal consideration, such as profile visits, qualified enquiries, saves and meaningful conversations.

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