Social Content Strategy

Decide what social is for before deciding what to post.

What social should do for a launch or brand, and a plan the team can carry out.

Social content strategy decides which channels an organization uses, who it’s talking to on each, what it says, and how often.

We shape social strategy as part of a larger piece of work, usually a launch, a new site or a repositioning, where social is one of the places the new story has to show up.

What we decide

The thinking upstream of the calendar

A social plan is only as clear as the positioning behind it, so that’s where we start.

What the organization stands for on social

The audiences that matter and the few themes the organization can say something true about, drawn from the positioning work for the larger project.

A voice that works in captions

Voice guidance with real examples that people and AI tools can both follow, so drafted captions sound like the organization and stay clear of the stock phrases every other account uses.

Formats the team can sustain

Templates and series designed for each platform, so posting doesn’t depend on someone having a fresh idea every morning.

Carrying it out

A plan that reaches the calendar

The strategy becomes a calendar and posts, and where it helps, paid amplification, which we can plan and arrange. We can run all of it as part of the work, or hand your team the plan, templates and voice guide to run it themselves. We help define the few measures that show whether social is doing what it was meant to, and set up the reporting, so the plan can change when the numbers say it should.

AI changes how much a small team can keep up with. Given the voice guide and the visual rules, AI tools draft captions and versions for a person to sharpen and sign off.