Strategy and planning — social media management

What social media management actually involves, how to write a strategy that fits the team you have, which platforms are worth your time, how to audit accounts you inherited, and which goals are worth setting.

Strategy and planning Content and production Community and support Growth and paid social Measurement and running

5 guides

A whiteboard with a small set of measures written out and the rest wiped away

Setting social media goals worth having

One goal, one number, one quarter. Everything else is a dashboard that hides whether it is working.

Strategy and planning 8 min read

An analyst reviewing printed post grids with several tiles circled in pencil

How to audit social accounts you inherited

Inherited accounts come with assumptions. An audit replaces them with a small number of facts you can act on.

Strategy and planning 8 min read

Several phones laid out in a row on a desk, each showing a different blank feed layout

Choosing the right platforms for your brand

Be where your buyers are and where you can produce the format that platform rewards. The second half is what gets skipped.

Strategy and planning 8 min read

A team mapping goals and channels as connected cards on a glass wall

Building a social media strategy that fits your team

A strategy that ignores how many hours you actually have is a wish list. Start from capacity, not from ambition.

Strategy and planning 9 min read

A manager at a desk with a content planner, a phone on a stand and a simple performance chart on screen

What social media management actually involves

Planning, production, publishing and measurement are four jobs. Most accounts stall because only the third one ever gets put in somebody's calendar.

Strategy and planning 8 min read

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