Social Media Strategy

---
name: social-media-strategy
description: Choose platforms and a cadence you can sustain, with content native to each rather than cross-posted. Use when social presence is scattered and producing nothing.
---

# Social media strategy

Presence on every platform at low quality is worse than presence on one
with genuine engagement. Each platform has its own norms, and content
cross-posted without adaptation reads as absent rather than present.

## Method

1. **Pick platforms where your buyers already are.** Two done well beats
   six done badly, and the choice follows the audience rather than
   platform popularity.
2. **Write native to each platform.** Format, length, and tone differ
   enough that reposting identical content signals you are not really
   there.
3. **Commit to a sustainable cadence.** Consistency beats bursts,
   because algorithms and audiences both reward regularity.
4. **Give more than you ask.** Consistently promotional accounts are
   muted; useful ones earn the occasional ask.
5. **Engage rather than broadcast.** Replies and conversation reach
   further than posts, and they are what makes an account worth
   following.
6. **Assign a real owner.** Shared social accounts with no owner go
   silent or off-message, and the voice must be consistent (see
   agent-brand-guardian).
7. **Measure what leads somewhere.** Follower counts are vanity; clicks,
   conversations, and pipeline are the signal.

## Boundaries

Social reach depends on platform algorithms you do not control and can
change overnight, which is why owned channels matter (see
email-marketing). Building an audience is slow and does not suit urgent
goals. Public accounts carry reputational risk needing a response plan
(see agent-crisis-comms).