# 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, read from the platforms' native analytics, and no analytics promised that WoopSocial doesn't have? - 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 to build the capability first. - **No clear business goal** → help define one from the brand's stage; a strategy without an objective optimizes nothing. - **Already spread thin across 6 platforms** → recommend consolidating to the 1–2 that work; it's often a *subtraction* strategy. - **B2B vs B2C** → channel and goal differ sharply (LinkedIn/X authority+leads vs IG/TikTok awareness); use the audience profile. - **Measurement expectations** → be clear WoopSocial publishes; measurement is the platforms' native analytics (read manually) — don't promise dashboards. ## Related skills - `brand-profile`, `audience-research`, `content-pillars` — read first; supply the inputs. - `goals-and-kpis` — turns this strategy's objective into SMART targets, per-channel North Stars, and thresholds ("set our goals/KPIs" requests route there). - `content-pillars` — the themes that serve this strategy. - `batch-content-plan` — turns the strategy + pillars into a calendar. - `cross-platform-repurposing` — makes a focused multi-channel strategy sustainable. - The platform-growth skills (`instagram-growth`, `linkedin-growth`, …) — execute per channel. ## References - `references/channel-selection.md` — the channel-fit framework and platform strengths. - `references/goals-and-measurement.md` — objectives, meaningful vs vanity metrics, honest measurement. - `references/operating-model.md` — the content engine, cadence, phasing, the wedge in practice. - `references/examples.md` — worked strategies (with real trade-offs) across business types. --- 资料：Frank Heijdenrijk / pavelhov/social-media-skills 原始版本：https://github.com/pavelhov/social-media-skills/blob/1680b37bf0dc32b52da247a8196ef27a6cd47bd4/skills/social-strategy/SKILL.md 许可：MIT。目录与内部链接已经整理，未收录图片已省略。 MIT License Copyright (c) 2026 Frank Heijdenrijk Permission is hereby granted, free of charge, to any person obtaining a copy of this software and associated documentation files (the "Software"), to deal in the Software without restriction, including without limitation the rights to use, copy, modify, merge, publish, distribute, sublicense, and/or sell copies of the Software, and to permit persons to whom the Software is furnished to do so, subject to the following conditions: The above copyright notice and this permission notice shall be included in all copies or substantial portions of the Software. 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