Distribution & growth · Practice
Social media strategy
What is Social media strategy?
A social media strategy is a documented choice of audience, platforms, formats, cadence and conversion path that turns attention on rented platforms into owned relationships.
The strategy is the choices, not the posts. Picking two platforms deliberately beats appearing on six by default, and every post should have a job in a funnel that ends somewhere you own — an email list, a site, a booked call.
Related entities
- YouTubeYouTube is Google's video platform, used by 83% of U.S. adults, and in Ahrefs' 2025 data the strongest correlate of brand visibility in AI assistants.
- Brand mentionsBrand mentions are references to a brand's name across the web — linked or not — and they are the strongest measured correlate of being named by AI assistants.
- Content funnelA content funnel maps pieces of content to stages of a buyer's journey — discovery, trust, decision — and links each stage to the next with a specific call to action.
- Owned audienceAn owned audience is a set of people you can reach directly without an algorithm's permission — typically an email list, SMS list or community you control.
Field notes covering Social media strategy
- The Social Media Strategy That Actually Builds a FunnelWhy social matters more in the AI era, how to pick two platforms, the cadence you can hold for a year, the three-pillar message system, and how to turn followers into an owned audience.
- YouTube Is the Strongest AI Visibility Signal Nobody UsesAcross 75,000 brands, YouTube mentions correlated with AI visibility at ~0.74 — higher than any website factor. How to build a video program machines can read.
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