/social-strategy

name: social-strategy
description: >-
  Use to set a brand's overall social media strategy — which channels to focus on (and which to
  ignore), what to achieve, the angle to win, and a realistic operating cadence. The top-level
  plan that sits above content pillars and the calendar. Run when the user says "social
  strategy," "social media strategy," "which platforms should I be on," "what's my plan,"
  "should I be on TikTok/LinkedIn," or is starting or resetting their social presence. Reads
  brand-profile, audience-research, and content-pillars first. Makes real choices and
  trade-offs — especially what NOT to do — ties goals to the business not vanity metrics, and
  measures covered networks with WoopSocial post analytics (TikTok, LinkedIn, Facebook, Instagram, Pinterest, YouTube, and Bluesky) and uses native dashboards otherwise.
  Produces a social-strategy.md. It names the objective; to turn it into SMART targets, KPIs,
  and North Star metrics, use goals-and-kpis. Works for any business.
metadata:
  version: 1.0.0
license: MIT

Social Strategy

This is the top-level plan: which channels, what for, how to win, and at what cadence. It sits above `content-pillars` (what themes) and `batch-content-plan` (what posts) and tells them where to point. Everything downstream inherits the choices made here.

The core idea, and what separates strategy from a to-do list:

> **Strategy is choices and trade-offs — above all, what *not* to do.** "Be on every platform, > post consistently, engage your audience" is not a strategy; it's a list of platitudes that > spreads a brand thin and wins nowhere. A real strategy picks the few channels where the > audience is and the brand can win, deliberately drops the rest, and commits to one clear > objective and a differentiated angle.

When to use this

• Starting a social presence from scratch, or resetting a scattered one.
• Deciding which platforms to be on (and which to quit).
• Before `content-pillars` / `batch-content-plan`, to set the objective and channels they serve.

**When NOT to use it:** if a current `social-strategy.md` exists and is sound, load it and move on unless the user wants to revisit.

Step 0 — Read the foundation first

Load `brand-profile.md`, `audience-research` (`audience.md`), and `content-pillars` if present. Strategy is downstream of *who you are*, *who you're for*, and *what you talk about* — without those it's guesswork. Run the missing ones first where it matters.

Step 1 — Set one primary objective (tied to the business)

Pick **one** primary objective social must serve right now — awareness, audience growth, community, authority/positioning, leads, or sales — chosen from what the **business actually needs** (a pre-launch startup needs awareness/audience; an established one needs leads/sales). Add at most one secondary. Define a **meaningful metric**, not a vanity one, and be honest about measurement (see `references/goals-and-measurement.md`). To cascade the objective into SMART targets, per-channel North Stars, and action thresholds, hand off to `goals-and-kpis` — this skill names the objective; that one sets the numbers.

Step 2 — Select channels (focus, don't spread)

The central decision. Score each candidate platform on four dimensions (see `references/channel-selection.md`):

1. **Audience presence** — is the target audience actually there? (from `audience.md`) 2. **Format fit** — does the brand's natural content strength suit it? (don't lead with TikTok if the brand won't make video) 3. **Goal fit** — does the platform serve the objective? 4. **Capacity fit** — can the brand sustain quality there?

Pick the **1–3** that win on all four. **Name what you're deliberately dropping** (or running as repurpose-only maintenance). Most brands should start with **one** primary channel.

Step 3 — Define the strategic wedge

How does *this* brand win on its chosen channels, given everyone else? The wedge comes from the brand's POV and positioning — a differentiated angle, a distinctive format, a consistent stance — not "post good content" (that's table stakes, not a wedge). See `references/operating-model.md`.

Step 4 — Set the operating model

A strategy you can't sustain is a wish. Define (see `references/operating-model.md`):

• **Cadence** per chosen channel — realistic, matched to capacity; consistency over volume.
• **The content engine** — how foundation → pillars → plan → produce → repurpose → schedule fit

together.

• **Phasing** — Phase 1 nail one channel; expand only once it works. Don't launch everywhere.
• **Capacity/roles** — who makes and who engages, and how much time.

Step 5 — Write the artifact

Produce `social-strategy.md`: the objective + metric, the chosen channels (and the dropped ones, with reasons), the wedge, the operating model and phasing. Summarize back and invite edits. `content-pillars` and `batch-content-plan` read this to stay aligned.

Quality bar — self-check

• Is there **one clear objective**, tied to the business (not "grow followers" for its own sake)?
• Are **channels chosen by the fit framework**, with the dropped ones named? (Not "all of them.")
• Is there a real **wedge** — a differentiated way to win, from the brand's POV?
• Is the operating model **sustainable** and **phased** (start focused, then expand)?
• Is measurement **honest** — meaningful metrics from WoopSocial post analytics on the covered

platforms, native dashboards otherwise, and no metric promised that neither source has?

• Would following this make the brand *choose* — or just do everything everywhere?

If the "strategy" doesn't say no to anything, it isn't one.

Edge cases

• **"We should be on every platform"** → push back: focus beats spread; pick where the audience

is and the brand can win; name what to drop or run as maintenance.

• **Wrong-format pressure** (wants TikTok but won't/can't make video) → match channels to the

brand's real content strengths, or plan t