Digital Marketing
Social Media Strategy
The useful half of the document is the list of platforms you are going to stop posting on.
Social media strategy decides which platforms are worth your effort at all, what each one is for, and what good looks like on it. The Nexclick usually recommends fewer platforms than a client currently runs, because five posted thinly loses to two done properly.
Is this you?
What usually prompts the call
- You are on six platforms because that is what the last agency set up.
- Nobody can say what any individual channel is meant to achieve.
- Posting is whoever has a spare half hour, and the gaps are visible.
- Engagement looks respectable and the sales team has never had an enquiry from it.
What we do
The actual deliverables
Things that appear on an invoice, not adjectives.
- Establish what social is actually for in your business
- Demand capture, demand creation, recruitment, credibility for people who found you elsewhere, or customer service. Five jobs measured five ways — and most accounts are quietly doing the fourth while being judged on the first.
- Audit each platform on its own numbers, including hours
- Reach, engagement, referral traffic and enquiries, set against the time it consumes. The hours are the part nobody costs, and they frequently change the conclusion on their own.
- Recommend platforms to stop, by name
- Explicitly, with the time it releases stated. This is the highest-value section of the document and reliably the one clients argue with hardest.
- Establish where your buyers actually are
- And whether they are on that platform in a buying frame of mind or a leisure one, which decides what can reasonably be asked of them there.
- Set a content model and a survivable cadence
- Formats, themes and a frequency somebody can sustain in August. A weekly rhythm that holds beats a daily one abandoned in March.
- Settle organic against paid honestly
- Organic reach for a business page on Facebook and Instagram is very small. On those platforms the strategy is a paid strategy with an organic presence for credibility, and saying so plainly saves a wasted year.
- Agree the measure before anything is posted
- What each platform is judged on and what would justify continuing with it. Without this, reporting defaults to follower count, which nobody has ever been able to spend.
- Name who posts
- Sustainability is a resourcing question before it is a creative one. A plan with no named owner is a plan that stops the first busy fortnight.
Decision tree
Which platforms are actually worth your time?
Run each platform you currently post on through this. Most businesses find at least two of them have no answer at all, and stopping those costs nothing and releases real hours.
01Your buyers are businesses and you sell to job titles
LinkedIn, and probably only LinkedIn. Everything else is credibility at best. Put the released hours into doing LinkedIn properly rather than spreading them across four accounts.
02What you sell photographs well and is bought on impulse
Instagram and Pinterest earn their place. Both reward consistency and volume, so commit to a cadence you can hold or do not start at all.
03You are on a platform because a competitor is
Check whether that competitor is getting anything from it. An abandoned account and an account posting into silence look identical from outside, and you may be copying the latter.
04You sell locally and rely on word of mouth
Facebook, including local groups, which are frequently worth more than the page itself. Your Google Business Profile matters more than either and costs nothing.
05Organic reach on the platform is under 2% of your followers
Treat it as a paid channel with an organic presence for credibility. Posting more will not change that arithmetic, and a year of trying will confirm it expensively.
06Nobody in your team is willing to appear on camera
Rule out TikTok and short-form video as a primary channel now, rather than after six months of dutiful and invisible posting.
07You have one part-time person and five platforms
Pick two. You do not need a strategy engagement to reach that answer, and a consultant who takes the money without saying so first is not helping you.
08You cannot state what a platform is for
Stop posting on it for a month and measure what changes. The answer is usually nothing, and that is a finding worth having for the price of not working.
How it works
Step by step, with timeframes
Timeframes are typical rather than guaranteed, and they assume we get account access and approvals when we ask.
- 01Week 1–2
Audit and time cost
Every platform’s output, results and hours consumed, put side by side. Seeing the hours next to the outcomes settles most arguments before the strategy is written.
- 02Week 2
Audience and competitor review
Where your buyers actually are, what competitors sustain, and which of their accounts have visibly been abandoned but never closed.
- 03Week 3
Build the strategy
Platforms in, platforms out, content model, cadence, measure and a named owner against each line.
- 04Week 3–4
Present and argue
A working session rather than a presentation. The disagreement about what to stop is the part that earns the fee.
What you get
Reporting and ownership
- A named list of platforms to stop, with the hours it gives back.
- A stated job and a single measure for every platform that stays.
- A content model and cadence somebody in your team can genuinely sustain.
- An honest organic-versus-paid position per platform, including where organic reach is negligible.
- A document usable by an in-house hire or any agency, not only by us.
Tools and platforms
- Native platform analytics
- GA4 social referral and assisted conversions
- Competitor and share-of-voice tooling
- Scheduling platform
- Self-reported attribution on enquiry forms
Timeline
How long this actually takes
Three to four weeks. Then the strategy has to survive contact with a Tuesday afternoon, which is where most of them fail — not because the thinking was wrong but because the cadence assumed a person who does not exist. One thing worth hearing before commissioning this at all. If you have one part-time person on social and you are currently on five platforms, you do not need a strategy engagement to know the answer: pick two. This is worth paying for when the choice is genuinely unclear, when internal disagreement needs evidence to settle it, or when the paid-versus-organic position needs establishing with numbers rather than opinion.
Pricing model
Day rate
Fixed-price strategy engagement, sold independently of delivery. Plenty of clients take the document and run it in-house, which is the outcome it is written for.
Questions
Social Media Strategy questions
How many social platforms can one person realistically run?
Two, properly. A full-time person can hold three if one of them is low-effort. The failure mode is always the same: five accounts starting well and thinning out until the whole presence signals a business that has lost interest, which is worse than not being there.
Is organic social media still worth doing?
On LinkedIn, TikTok and YouTube, yes — all three still distribute content to people who do not follow you. On Facebook and Instagram business pages, organic reach is small enough that the honest framing is credibility support for a paid channel rather than a channel in itself.
How do we tell whether social is producing anything?
Referral traffic and assisted conversions in analytics, plus a self-reported field on your enquiry form. The self-reported answer is the more useful of the two, because social routinely influences people who then arrive via a branded search that analytics credits elsewhere.
Should the founder post personally rather than the company?
On LinkedIn, almost always. Personal accounts reach several times further than company pages and people engage with people. It requires the founder to actually want to, and a ghostwritten account that sounds like a brochure is worse than a quiet one.
How does this differ from social media management?
This decides which platforms, what for, and how success is judged. Management is the delivery — planning, producing, posting and answering. Some clients need only the strategy and run it themselves, and we would rather sell that than a retainer nobody needed.
What if competitors are on a platform we have decided to skip?
Being outnumbered on a platform that produces nothing is not a competitive problem. Before matching them, check whether their account has genuine engagement or is simply present. Copying a competitor’s activity without knowing its results is how most bad channel decisions get made.
How often do we need to post to stay visible?
Frequently enough that the algorithm keeps testing you and infrequently enough that quality holds. On LinkedIn that is two to three times a week; on TikTok it is closer to daily. Choose the platform whose demands match the resource you actually have.
Last reviewed 28 July 2026.
Tell us what you are trying to fix
A 20-minute call, no pitch deck. The Nexclick will tell you what we would do, roughly what it costs, and whether we are the right people for it.