From guesswork to game plan: How to build a social media strategy that delivers

Social media marketing used to be simple. Now? Not so much.

Gone are the days when you could post on a whim and hope for traction. 

With platforms evolving, algorithms shifting and users scrolling faster than ever, marketers today need a sharp, measurable strategy to cut through.

In this article, we unpack the building blocks of a solid social strategy and share practical tools to bring structure to your social game. 

Let’s dive in. 
 

Why strategy matters more than ever

Social media has become an indispensable channel in every marketer’s toolkit. 

With 65.7% of the global population now active on social media – and Australians spending an average of over six hours a week scrolling – there’s no shortage of opportunity in the space. But opportunity doesn’t guarantee impact.

Social feeds are more crowded than ever. Millions of posts, ads and videos compete for users’ attention – which, as the headlines continue to highlight, is getting shorter by the day. 

If that wasn’t enough, the landscape is becoming increasingly volatile. Meta’s latest algorithm changes are limiting organic reach. The threat of a TikTok ban in America still hovers on the horizon. While Instagram’s monetisation tools and LinkedIn’s visibility algorithms remain in flux.

And then there’s data. With consent-based models tightening and third-party cookies phasing out, targeting is becoming less precise and more reliant on first-party insight.

In this environment, having a clear strategy isn’t a luxury. It’s a necessity.

Brands need to know who they’re talking to, what they want to achieve and how to measure the success of their efforts. 

And that last one has never been more essential. According to recent Sprout Social data, 65% of leaders now expect a direct link between social activity and business outcomes, but only 30% of marketers feel confident they can measure social media ROI. 

A strong strategy ensures your social efforts are effective, compliant and aligned to business goals. 

But what exactly does that entail? 
 

The essentials of a solid social media strategy

Every social media strategy should cover the same basic elements: 

1. Goal setting

Before you get posting, you need to clarify what social media success looks like for your business. Common objectives include brand awareness, engagement, lead generation, web traffic and conversions. 

When analysing performance, focus on metrics aligned to your goal. For example, if you’re after brand awareness, focus on reach and impressions. For conversions, monitor clicks, form fills or adds to cart.

2. Audience segmentation

Understand who you’re talking to and where they operate online. 

Younger audiences may favour TikTok or Instagram, while older professionals lean toward LinkedIn or Facebook.

Segment your audiences by behaviour: frequency of use, native formats, typical engagement times, etc. 

3. Platform mapping

You don’t have to be everywhere – only where your audience is. 

Start by researching where your core audience spends most of their time. Look at platform demographics, usage trends and content preferences. 

Then, prioritise the channels where your audience is most active and engaged. If resources allow, you can also explore secondary platforms for testing and experimentation.

4. Content pillars and themes

When planning your content, aim for a mix of three key types: brand-building stories, promotional offers and community or user-generated content. This keeps your feed engaging while still supporting business goals.

To stay consistent without becoming repetitive, define 3 to 5 themes for your posts, such as tips, testimonials, behind-the-scenes glimpses or thought leadership. These content pillars give your strategy structure while still allowing room for creativity. 

And don’t forget to tailor your content to each platform’s strengths. Instagram favours reels and carousels,

LinkedIn rewards thoughtful commentary and conversation starters, while TikTok thrives on short, trend-driven videos.

5. Cadence and scheduling

Use data to determine when and how often to post. 

Australian usage trends show that Instagram engagement tends to peak in the evenings, while LinkedIn, unsurprisingly, sees more activity midweek during business hours.

The goal is to post consistently, but with purpose – matching your content to the platform and your audience’s habits to maximise engagement.

6. Reporting and measurement

Lastly, make sure you outline your reporting strategy from the start. 

Track key performance indicators (KPIs) using platform analytics (like Meta Business Suite or LinkedIn Insights) and web analytics tools (such as Google Analytics).

Prioritise metrics that align with your goals – think reach, referral traffic, lead forms and conversions. Don’t rely on likes alone to measure success.

Where possible, use attribution models to better understand which touchpoints contribute to key outcomes. This will help you connect your social media activity to business impact.

Tools of the trade (aka your tech stack)

A good social media strategy is part planning, part execution. And the right tools make both easier.

A well-chosen tech stack will streamline your workflow, improve consistency and take the guesswork out of planning and measurement. Here are a few smart additions to help keep your strategy efficient and on track:

•    Planning and collaboration: Platforms like Notion, Trello, Asana or Google Workspace bring clarity to content ownership and visibility of upcoming posts. Ideal for teams managing shared calendars and working towards broader marketing goals.

•    Scheduling and publishing: Tools such as Buffer, Later, Hootsuite and Sprout Social make it easy to manage multi-channel scheduling and maintain consistency in posting.

•    Content creation and AI: Canva and CapCut speed up visual design, while ChatGPT or DALL·E can help with copy and content generation. Just be sure to review all AI-generated content for tone, accuracy and brand fit.

•    Analytics and reporting: Use insights from native tools like Meta Business Suite or LinkedIn Analytics along with external platforms like Iconosquare, DashThis or Sprout Social. 

Common pitfalls (and how to avoid them) 

With your strategy locked in and your tech stack ready to go, you’re in a strong position to succeed on social. 

But before you hit publish, watch out for these common missteps that can undermine even the best-laid plans:

•    Chasing vanity metrics: It’s easy to get distracted by likes and follows, but these numbers rarely reflect real business impact. Instead, focus on the metrics that matter: engagement quality (shares, saves, meaningful comments), lead generation, web traffic from social platforms, conversion rates and customer retention.

•    Jumping on trends without alignment: Not every trend is worth chasing. Before jumping on a viral meme or challenge, check if it fits your brand’s tone, values and audience expectations. Because if it doesn’t, it could do more harm than good.

•    Posting too much – or too little: Consistency is key, but more isn’t always better. Flooding your feed can fatigue your audience, while posting too infrequently can make your brand forgettable. Use your analytics to find the right rhythm.

•    Neglecting your community: Social media is a two-way street. If you don’t respond to comments, engage in conversations or acknowledge your followers, you’re missing out on valuable relationship-building opportunities.

•    Caving in to ‘just post something’: Feeling stuck? Don’t let internal pressure lead to filler content. Revisit your strategy, look at what’s resonated in the past and plan from a place of purpose, not panic.

With a clear strategy, the right tools and a few cautionary tips in your back pocket, you’re well placed to build a social media presence that’s worth the scroll.
 

Marketers can’t afford to wing it anymore. If you’re ready to build a strategy that’s sharp, structured and ROI-driven, try ADMA’s Social Media Marketing Strategy course.