Our Social Media Strategy Framework

This series of articles describes our structured approach to developing social media strategies with our clients.

Social Media Strategy Framework

Over the last few years, we have been developing our own approach to developing social media strategies. First individually at our former agencies and jobs, and then through the last 1.5 years together, this framework has been iterated numerous times and has grown a bit more mature with every client we’ve worked with. It has been informed by countless insights and inspirations from all kinds of folks in the industry and beyond. We now feel it’s time to publish our approach to give back and open it up for more people to improve and advance it.


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The framework is meant as a guide, which helps us work through a process with our clients in a structured way. It tackles the questions, which help us define the answers that turn make up the strategy.

1. Goals

No strategy makes sense without clear goals.

Business Objectives
What goals does the company want to achieve with the help of social media? What business metrics are the benchmarks for the strategy’s success?

2. Strategy

The strategy is developed to achieve the goals.

Who do we want to talk with? What is there to know about them? About their interests, their goals, their lives, their behavior, etc.?

What do we want to talk about? What are the topics and ideas? What is the added value that we want to provide on the social web?

Where do we want to talk with them? Which platforms are the best for the people we want to reach and the content we want to talk about?

3. Setup

A strategy needs to be implemented and constantly tested and improved.

Monitoring, Analytics, Reporting
How can we listen to what people say about us and the topic relevant to us? How do we measure what our strategy achieves? How do we gain insight and improve our approach?

Internal Organization
Who is in charge of the strategy inside the company? What roles and teams need to be designated? What processes need to be in place? Which vendors need to be brought in?

Articles in this series

Throughout the coming weeks, we will publish in-depth articles on each part of the strategy.

Author: Johannes

Johannes is a strategist and consultant for digital communications. His work is informed by his experience of working with brands like Deutsche Telekom, MTV, Postbank, Maggi and Nike and by his insatiable appetite for finding the bigger patterns behind current developments in technology and science. Holding a diploma in Media System Design, Johannes is a regular speaker at web and marketing conferences like Republica and the Social Media Summit.

3 thoughts on “Our Social Media Strategy Framework”

  1. Thx for sharing. Would be interesting to transform the framework into a running and self iterative process.

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