Social media strategy
Presence on the channels where the audience actually spends its time. With content that comes from the content strategy, not from instinct.
The most common pattern
A company runs four channels because it once set them up. Three of them get content that was written for a different one. Cadence depends on who has time. And when the numbers disappoint, the diagnosis is "social does not work for us".
Usually it is not social that fails but the decision before it: nobody settled what the channel is for and who carries it. A strategy answers exactly that. And it normally removes more channels than it adds.
This is about building organic reach and trust: own content, own community, own rhythm. Paid campaigns on the same platforms are a separate discipline with their own logic. They sit under Marketing & Sales. The two are planned together so budget and content do not work against each other.
How the strategy takes shape
Set the goal
Reach, trust, recruiting, sales support: social can do many things, but not all of them at once.
Choose channels
Where is the audience really, and which channel carries which content? In B2B the answer often ends at one.
Derive topics
Content comes from the content strategy, not from instinct. What holds up on the website holds up on the channel.
Formats and cadence
A realistic rhythm beats an ambitious one. Two posts a week for a year beats five a week for six weeks.
Assign ownership
Who writes, who approves, who answers comments. And what happens when someone is on holiday.
Measure and adjust
Metrics that match the goal. Reach is rarely the most interesting one.
Topics come from the content strategy, the tone from the brand voice. Social media is distribution, not a separate content world. That is the difference between a channel that sustains itself and one that gets reinvented every week.
Your contact
Senior Content Strategist
Senior Content Strategist, with netzstrategen since 2024. She came to content strategy from journalism, bringing a passion for deep research and an eye for the bigger picture. Her guiding principle: no execution without strategy first. She develops content concepts for B2B, technology, innovation, health and social media, thinks cross-media from the start and guides clients from strategic idea to cross-channel execution.
Which channels actually carry you?
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