On Social Media Strategy


Social media is not (usually) a matter of life and death.

But it can create a lot of stress for the brands and teams that work on it.

There are things we can do to be calm, kind, and thoughtful in managing social media. To make it (almost) stress-free.

I like to start by distilling social media strategy and process through a Social Media Playbook.

This is an evolving document or wiki-style site that encompasses all areas, functions, and nuances of social media activities.

In other words, the core building blocks of social media.

You can call that a blueprint, framework, system, OS, or something else. But I typically call it a Playbook.

By creating the Playbook, we have a starting point on paper for all crucial social media components.

Then, we can continue iterating and evolving each individual component.

Prioritization is important. It means that we can focus on things like customer service and business needs, over minor nuances like hashtags.

Prioritization shouldn't be ruthless. I believe that social media projects can balance what should get done sooner, and the smaller things that can get done along the way or later.

Strategy is

  • Our words
  • Our decision-making
  • Prioritization
  • Action

Strategy is not

  • "Strategic _______"
  • Brand Purpose
  • Mission
  • Vision
  • Objective

Questions for Consideration

  • What are the company's business and marketing objectives?
  • What is the market situation?
  • What is the business problem? What are other problems or challenges?
  • What is our brand advantage?
  • What can the brand improve, before any marketing or sales?

Shifting Into Strategy

Planning Dirty

How to transition into strategy: 6 month roadmap

One Quick Point on Becoming a Strategist

The Undercurrent Skills Maturity Matrix

The Difference Between Growing a Business and Growing a Brand

Additional Reading

Confessions of a Strategist Who Doesn't Like Strategy

The Surprising Power of Questions

Good Strategy/Bad Strategy: The Difference and Why It Matters by Richard P. Rumelt

Strategy is Your Words by Mark Pollard

New Research: Jargon Is a Sign of Insecurity, Not Smarts

Shape Up by Ryan Singer

Thinking in Systems: A Primer

To Understand This Era, You Need to Think in Systems

Facebook Think Kit

Hyper Island Toolbox

Productivity Is About Your Systems

Is Social Marketing Still….Social?

CMOs: Adapt Your Social Media Strategy for a Post-Pandemic World

The Basic Social Media Mistakes Companies Still Make

Fix Your Social Media Strategy by Taking It Back to Basics

To Get More Out of Social Media, Think Like an Anthropologist

Dr. Leigh George on Forces Over Frameworks

Managing Our Hub Economy

Fully Integrated: How Digital Agencies Are Becoming Agencies

Stop the Semantic Obfuscations

The Universal Growth Loop

Substack's Core Growth Loop

Free Trial vs. Freemium and Other Monetization Decisions

Fighting Off Rising CAC

Alternatives, Not Competitors

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Saying "I don't know" doesn't reveal ignorance. It reflects confident humility. Insecurity drives us to pretend we have the answers. Confident humility gives us the courage to ask questions. You can't learn if you can't admit you have something to learn.

Adam Grant
Adam Grant
From the book, Think Again

Why waste time say lot word when few word do trick?

Kevin Malone
Kevin Malone
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