Social strategy

Social Media Strategy

Platform Selection Framework

Choose by Audience + Goal

Platform	Best for	Content type	Posting frequency
LinkedIn	B2B, enterprise, hiring	Long-form, carousel, video	1x/day weekdays
Twitter/X	Tech, media, thought leadership	Text, threads, polls	3-5x/day
Instagram	B2C, visual brands, DTC	Photo, Reels, Stories	1x feed/day, 3-5 Stories
TikTok	B2C, Gen Z, entertainment	Short video (15-60s)	1-3x/day
YouTube	Education, tutorials, B2B	Long video, Shorts	2-3x/week
Facebook	Local business, communities, ads	Mixed	1x/day
Pinterest	E-commerce, DIY, fashion	Static pins, idea pins	5-10x/day

Priority Matrix

• Revenue driver: platform where your ICP spends time
• Brand builder: platform where thought leaders exist
• Community hub: platform with highest engagement for your niche
• Avoid: platforms where you must be present but audience isn't

LinkedIn Strategy (B2B)

Content Pillars (3-4 per brand)

1. Industry insights and data
2. Behind-the-scenes / company culture
3. Customer success stories
4. Personal founder/executive story

High-Performing Post Formats

Hook patterns:

• "Unpopular opinion: [contrarian statement]"
• "I made a $X mistake so you don't have to"
• "After talking to 100 [ICPs], here's what I learned:"
• "[Number] [things/mistakes/lessons] about [topic]:"

Carousel structure:

• Slide 1: Bold hook (make them swipe)
• Slides 2-8: One point per slide, visual hierarchy
• Last slide: CTA + link to full content

Algorithm signals (in priority order):

1. Comments (ask a question in post)
2. Shares (shareworthy insights)
3. Reactions (emotional hooks)
4. Clicks (less weighted)

Posting Schedule

• Best times: Tue-Thu, 8-10am or 5-6pm (audience timezone)
• Avoid: Mon morning, Fri afternoon, weekends
• Engage in comments within first 60 minutes (boosts reach)
• Reply to every comment in first 2 hours

Twitter/X Strategy

Thread Formula

Tweet 1: Bold claim or counterintuitive hook
Tweet 2-8: One point per tweet with supporting detail
Tweet 9: Summary + key takeaway
Tweet 10: CTA ("Follow for more" or link to resource)

Content Mix

• 40% Educational threads
• 30% Hot takes + opinions
• 20% Behind-the-scenes / personal
• 10% Promotional

Engagement Tactics

• Quote tweet with added commentary
• Reply to accounts 10x your size with substantive takes
• Use polls to spark discussion
• Pin your best thread or lead magnet

Hashtag Use

• Twitter: 1-2 hashtags max (more = lower reach)
• Research niche hashtags with 10k-500k posts
• Brand hashtag for campaigns

Instagram Strategy

Feed Posts

• Visual consistency: consistent color palette, filter style
• Caption structure:
  • Hook line (appears before "more" fold)
  • Value content (3-5 sentences)
  • Call to action
  • 5-10 hashtags (or first comment)
• Image ratio: 4:5 (portrait) for max feed space

Reels (Highest Reach)

• Hook in first 1-3 seconds (text overlay or action)
• 15-30 seconds optimal for engagement
• Trending audio + original content
• Captions/subtitles (80% watch without sound)
• Strong CTA at end

Stories (Engagement + Relationship)

• 5-7 stories/day
• Mix: behind-scenes, polls, questions, countdowns, links
• Use stickers (polls/questions/sliders) for engagement signals
• Highlights: organize into: Product, Reviews, FAQ, Team

Hashtag Strategy

• 20-30 hashtags per post
• Mix: 30% broad (500k-5M posts), 50% niche (50k-500k), 20% micro (<50k)
• Create and seed branded hashtag

TikTok Strategy

Video Structure

0-3s:  Hook — visual or text that stops scroll
3-10s: Setup — context for what's coming
10-45s: Core content — value delivery
45-55s: CTA — follow, comment, share

Content Formulas

• "POV: you're a [role] and [situation]"
• "Things [industry] people do"
• "Day in the life of [role]"
• "Responding to comments" (great for engagement)
• "I tried [thing] for 30 days"
• Tutorial + transformation

Algorithm Keys

• Watch time % (aim for 100%+ via loop trick)
• Comments (ask open question in caption)
• Shares (controversial or shareable content)
• Trending sounds within 48-72h of trending

Content Calendar System

Monthly Planning

1. Identify 4-5 content themes/pillars
2. Map themes to business objectives (launch, nurture, brand)
3. Assign one hero piece per week
4. Fill daily slots with supporting content
5. Reserve 20% capacity for reactive/trending content

Content Mix Rule (80/20)

• 80% educational, entertaining, engaging
• 20% promotional / product-focused

Repurposing Workflow

Long-form blog/video
  → LinkedIn carousel
  → Twitter thread
  → Instagram carousel
  → TikTok short video
  → Email newsletter section
  → Quote graphics (Instagram/Twitter)

Social Listening

What to Monitor

• Brand name + common misspellings
• Product/service names
• Competitor brand names
• Industry keywords and hashtags
• CEO/founder name
• Common customer pain points

Tools

Tool	Best for	Cost
Brandwatch	Enterprise monitoring	$$$$
Sprout Social	Mid-market + scheduling	$$$
Mention	SMB monitoring	$$
Google Alerts	Free basics	Free
TweetDeck/X Decks	Twitter monitoring	Free

Response Protocol

Mention type	Response time	Who responds
Complaint	< 1 hour	Support team
Praise	< 4 hours	Marketing team
Question	< 2 hours	Support/Marketing
Neutral mention	24 hours	Marketing team
Press/media	< 2 hours	PR team

Community Building

Community Flywheel

Create content → Attract audience → Spark conversation
→ Recognize contributors → Create rituals → Build identity
→ Members create content → Attract more audience

Engagement Rituals

• Weekly question (e.g., "What's your #1 challenge this week?")
• Monthly AMAs with founder/experts
• Shoutout top contributors publicly
• Celebrate member wins and milestones
• Share member-generated content with credit

Social Media KPIs

Reach & Awareness

• Follower growth rate: +5-10%/month (organic)
• Impressions / reach per post
• Share of voice vs competitors

Engagement

• Engagement rate: LinkedIn 1-3%, Instagram 1-5%, TikTok 5-10%
• Comments per post (quality signal)
• Saves/bookmarks (intent signal)

Conversion

• Profile link clicks
• Story swipe-ups / link in bio clicks
• Social-sourced website traffic (UTM tracking)
• Social-sourced leads and revenue