Content revised 21 October 2026.
A social strategy sets priorities for content, channels and customer response. It is useful when it fits the business rather than requiring activity on every platform.
Choose the role
Decide whether the channel supports discovery, explanation, customer service or a defined campaign. Match the role to the audience and the team’s ability to respond. A dormant account may reflect an unsustainable plan rather than a need for more automation.
Make the work maintainable
Set themes, source approvals and media responsibilities. Connect relevant posts with useful website destinations. Keep business identity and permissions clear across accounts.
Review useful outcomes
Measure suitable distribution and actions, then adjust the plan. A strategy should explain what to stop as well as what to publish. It cannot guarantee viral growth or an organic ranking benefit.
Official guidance: Meta policy context.