What actually is a Social Media Strategy?

Written By Arabella Sayers

– And How to Make One for Your Brand

Let’s be honest: posting randomly and hoping for the best is not a strategy. And yet, so many businesses treat social media that way.

At Sayers Social, we believe in intentional, results-driven content. A real social media strategy is more than just an aesthetic feed or clever captions. It’s a plan with purpose.

Here’s what a strategy really is—and how to build one that works for your brand.

🧠 What Is a Social Media Strategy?

A social media strategy is your game plan for how your business shows up online to achieve specific goals. It outlines what you’ll post, why you’re posting it, who you’re speaking to, and how you’ll measure success.

It’s about turning time and effort into real outcomes—more brand awareness, better engagement, or even increased sales.

Step 1: Define Your Goals

What do you want to get out of social media?

Common goals include:

  • Growing brand visibility

  • Building a community

  • Driving website traffic

  • Generating leads or sales

Pick 1–2 clear goals and build everything else around them. If you don’t know your “why,” it’s easy to post aimlessly.

Step 2: Know Your Audience

Your content should speak directly to your ideal customer. Think about:

  • Their interests

  • Their challenges

  • What kind of content they enjoy (educational, entertaining, etc.)

Understanding your audience helps you create content that actually connects—and converts.

Step 3: Choose Your Platforms

You don’t need to be everywhere. Focus on the platforms your audience uses and where your content performs best.

Instagram is great for visuals and community. LinkedIn is perfect for B2B. TikTok is ideal for reach and short-form video. Choose wisely and show up consistently.

Step 4: Set Your Content Pillars

Content pillars are 3–5 themes you’ll consistently post about. They keep your content on-brand and easy to plan.

Example content pillars:

  • Tips & How-To’s

  • Behind the Scenes

  • Client Success Stories

  • Industry Updates

  • Brand Values

These become the foundation of your weekly or monthly content plan.

Step 5: Plan & Post Consistently

You don’t need to post every day—just post consistently.

Start with 2–3 posts per week and scale up if it’s manageable. Use tools like Later, Planoly, or Meta Business Suite to schedule content ahead of time and save yourself the stress.

Step 6: Track What Works

A strategy isn’t “set and forget.” Regularly review your insights:

  • What posts got the most engagement?

  • What drove clicks or sales?

  • What flopped?

Use this info to tweak and improve your content over time.

Ready to Get Strategic?

If you’re tired of guessing what to post, Sayers Social can help. We build custom strategies that take the stress out of social and help you show up with purpose.

📩 Ready to get started? Enquire to work with us today!

Arabella Sayers