According to Dr Mike Baxter in Econsultancy’s Implementing Content Strategy guide a strategy is “a coherent set of analyses, arguments and actions that respond to a significant challenge. A good strategy derives from consideration of many plausible courses of action and selects, in a deliberate, reasoned way, one/some of those courses of action to the exclusion of others.”  

If social media is to be part of a communications, marketing, customer experience/customer service, and increasingly an ecommerce strategy, then it makes sense for an organisation to approach social media strategy with organisational, brand, communications, servicing, digital and commercial aims, objectives and measures in mind. 

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