It should articulate:

• Who your audience is
• Which channels to use to target them
• What content resonates with them

Your overarching social media channel strategy will set out a framework or strategic brief for:

• Social media creative agencies
• Devolved authors
• Community managers

It will also set out what your objectives for social are for the year, allowing you to measure progress from month to month. This will equip you to consider response times, followers, and sentiment across the year. The customer experience of your brand will suffer if you only focus your efforts around key campaigns.

Join the discussion

How many social media channels do you think is considered sufficient for a large organisation to work across? What about a smaller organisation? Explain why in the comments below.

Use the discussion section below and let us know your thoughts. Once you’re happy with your contribution, click the “Mark as Complete” button to check the Step off, then you can move to the next step.