Define the role social media should play
Opening a channel or publishing more often does not answer a strategic question: why the organisation should be present on social media and what that presence should contribute.
We define the role of social media within communication strategy, connecting positioning, audiences, content and relationships. We develop choices that help establish where to be present, what to contribute to the conversation and which resources to commit.
The result is not simply a list of platforms, but a shared direction for designing and evaluating the presence over time.
Start with audiences and relevant questions
We analyse objectives, existing channels, content and available resources. We observe the competitive context and, where useful, accessible public conversations to understand relevant topics, language and expectations.
We distinguish priority audiences and information needs, avoiding choosing a platform simply because it is widespread or used by competitors. Each channel needs a recognisable role alongside other touchpoints.
The strategy also considers what the organisation can sustain: expertise, content availability and the ability to handle interactions affect the quality of its presence more than indiscriminately multiplying profiles.
Connect identity, content and the operating model
We translate positioning into editorial themes, tone of voice, formats and principles for community relationships. We define what needs to remain consistent and what can vary between platforms and audiences.
With the relevant contacts, we establish principles for planning, approval, moderation and enquiries that need referral to other functions. We define indicators linked to objectives, distinguishing visibility, interaction quality and observable actions.
Strategy is not the same as day-to-day channel management or a plan for paid campaigns. It can guide both activities, but operational availability, media budgets and responsibilities are defined separately.
When to review social media strategy
The programme can support new positioning or clarify an established presence. It is useful when teams publish extensively without shared priorities or need to decide where to focus attention and resources. Situations may include the following.
- Define objectives and channel roles before launching a new presence.
- Align messages, content and identity across profiles developed separately.
- Reorganise editorial priorities when the offer, audiences or positioning change.
- Clarify principles for community relationships and handovers between internal functions.
- Build an evaluation model that goes beyond followers and publication volumes.
How we build the social media direction
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01
Understand
We gather objectives and materials and examine existing channels and activities. We connect the context, audiences and resources to identify the problems and opportunities to address.
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02
Choose
We define priorities, platform roles and the expected contribution of the social presence. We clarify where to focus effort and which activities are not justified by the context or available resources.
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03
Design
We build the editorial architecture, formats, relationship principles and operating model. We define responsibilities and indicators, preparing a roadmap to guide subsequent activation.
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04
Review and adapt
We share the strategy with teams and define review points. Evidence from subsequent activities informs updates to hypotheses and priorities without losing the common direction.
A guide for decisions, not just content
The project may include a presence audit, context analysis, audience definition, channel roles, editorial themes, format guidance and community management principles. A roadmap and measurement framework connect the choices with their implementation.
Documentation should help people decide what to publish, which opportunities to pursue and where to invest their time. Any production, ongoing management or advertising activities are agreed within a separate operational scope, aligned with the strategy developed.
We also agree how to share the direction with any external partners, keeping formats and initiatives connected to the objectives. Strategic consistency requires usable criteria, not simply a presentation for approval.
Related services
We manage channels, content, publishing, and interactions on an ongoing basis, ensuring editorial consistency and the ability to adapt to each platform.
Learn moreWe design editorial and content ecosystems, defining narrative areas, topics, formats, publishing frequency, channels, and production models aligned with objectives, audiences, positioning, and ways of engaging with different audiences.
Learn moreWe develop and deliver integrated digital campaigns to reach specific audiences, spark conversations, and support communication objectives.
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