Part of Marketing strategy
Social media strategy
We give every channel a job, or we let it go.
Afterwards you know which social channels have a real job, what they need to deliver, and which you can safely drop. Not a posting calendar. A split your team can work from.
What you get
One split where every channel does something, and permission to stop a few.
What is a social media strategy?
A social media strategy determines which social channels get a job in your marketing, what they need to do, and how you follow up. WIT.agency answers four questions for this: where your audience is, which job each channel gets, which format fits, and which rhythm you can sustain. We look first at what your audience comes there to do, and only then at what the platforms promise. You get a split with, explicitly, the channels you let go.
It's also called a social media plan. It differs from social media management: a strategy determines what each channel needs to do, management executes that daily. And it differs from a content marketing strategy: that determines what you have to say, regardless of channel.
Marketing agency based in Belgium · Works locally, nationally and internationally · For businesses and for agencies
Who it is for
For B2B teams, scale-ups and brands that are active on social but not sure it is worth it. If you post a lot and feel little for it, a social media strategy is what is missing.
Why WIT
One senior partner sets the strategy and keeps it connected to the rest of your marketing, so social is not a silo shouting on its own.
This is why they call us.
“We're everywhere and we get nothing out of any of it.”
Posting something every week is easier than deciding what you have to say. That's why it happens so often.
What we look at
Four questions. And permission to stop.
Social media go wrong because every channel tries to do the same thing, for everyone. That's why we answer four questions per channel, and dare to cut a few. Where the weight falls, you only find out once the numbers per channel sit side by side.
Audience
Is your audience there, and does it come there for this?
Being where people are isn't the same as being where they want to hear from you. That distinction usually cuts the first channel.
Job
What does this channel need to do that others don't?
Awareness, trust, recruitment or sales. A channel with two jobs usually does neither well.
Format
What works here, and what are we just pasting on?
The same post everywhere isn't reach, it's noise. Per channel we pick the format that belongs there, or we drop the channel.
Rhythm
What can you sustain when things get busy?
A plan that only works in a quiet month doesn't work. We choose a rhythm your team can handle eleven months a year, not one.
What it comes down to
From a little everywhere to something somewhere.
What's there now
Instagram, Facebook, LinkedIn, TikTok and YouTube. Three posts a week, the same message, cropped a bit differently.
Five channels each getting a fifth of the attention. Not enough on any one to build something.
What's there afterwards
LinkedIn carries trust with technical buyers. Instagram carries recruitment. The rest gets stopped.
Two channels with their own job, and three that disappear. That's what the Audience and Job questions deliver.
Illustrative example, not from an actual client.
The deliverable
Here's what it looks like when it's done.
One split that fits on one page, with the reasoning behind it. We go through it together, and after that it's yours.
- 01The job of every channel you keep
- 02Which channels you stop, and why that's fine
- 03Per channel: format, rhythm and who does it
- 04What you measure, and what you ignore
- 05What needs to happen first, and what can wait
How it usually goes
A fixed way of working. No fixed package.
This is the usual sequence. Where we go deep and where we keep it short gets decided during intake.
Intake
We ask the questions. Who you want to reach, what you have to say, and who makes it today.
at the table
Audit
We look per channel at what it does and what it costs in time. Often one channel turns out to carry almost everything.
grant access
Choices
Which channel gets which job, and which channel gets cut. Usually one goes rather than gets added.
decide
Writing
One split with a job, a format and a rhythm your team can sustain, per channel.
review
Landing
A session with whoever makes it. If the rhythm turns out too heavy, we lower it here, not in three months.
bring your makers together
Where it varies
Running on just one channel? The work goes into whether it's the right one. Is your question entirely about recruitment? It goes there.
Where it never varies
Usually a channel gets cut rather than added, even if that's work we'd otherwise do. We never prescribe a rhythm your team can't sustain.
What it costs
No rate card. One number.
A social media strategy for a business with two channels is a different job than one for an organisation that also recruits, in three languages, with locations each running their own page. That's why there's no fixed price tag.
What there is: once the approach is set, the number is fixed. No hourly billing, no extra costs halfway through.
What determines the scope
How many channels are running.
Two channels, or also location pages, an employer brand and video.
How many audiences you serve.
Customers only, or also candidates, partners and press.
Who executes it.
One person added, an in-house team, or an external partner.
One language or several.
Each extra language needs its own rhythm, not a translation of the first.
Honestly
Sometimes you need something else.
You don't yet know what you have to say.
Look at Content marketing strategyYour channels are right, but your brand isn't.
Look at Brand strategyYou need someone to manage it daily.
Then we'll refer you to a partner better suited for that than usYou're looking for a report to justify a decision that's already made.
Then we're not the right fitClient quote coming.
Frequently asked questions
What people ask before they start.
What does a social media strategy cost?
There's no fixed rate, because scope varies by organisation. Price depends on the number of channels, the number of audiences, who executes it, and the number of languages.
Is a social media strategy a fixed package?
No. The four questions are fixed, since those are what make it a split rather than a calendar.
How long does a social media strategy take?
A social media strategy runs from intake to the worked-out split, and that timeline mostly depends on how fast we get the numbers per channel.
Do you also manage our channels?
Daily management usually sits better with your own team or an executing partner. We set the direction, check whether it holds, and adjust.
Do we need to be on TikTok?
Maybe. The question isn't whether the platform is big, but whether your audience goes there to do something related to you. Often the answer is no.
What if our reach keeps declining?
That's usually not a rhythm problem but a job problem. Posting harder on a channel with no clear job only speeds up the decline.
What's the difference with a content marketing strategy?
A content marketing strategy determines what you have to say, regardless of where it appears. A social media strategy determines which social channels get a job and how.
Does this work for a B2B company too?
Yes, and usually with fewer channels. In B2B, one channel often carries most of the trust, and the payoff is daring to let the others go.
Which platforms should we be on?
Only the ones that fit your audience and your message. We would rather do two channels well than six badly.
Choose first. Then post.
The call where we work out whether a social media strategy makes sense for you takes thirty minutes and costs nothing.
Book a 30-minute call