MARKETSMARTSocial strategy
Why your social channel mix needs a job description
A practical way to decide which channels deserve investment and which are just consuming attention.
Presence is not purpose
Most channel plans begin with a list of platforms. Strong plans begin with a business job. One channel may earn discovery, another may deepen trust, and another may support recruiting or retention. If a channel cannot name its job, it cannot be evaluated fairly.
Define the behavior that matters
Follower count can signal momentum, but it is rarely the whole outcome. Define the behavior each channel should create, then choose measures that reflect it: qualified visits, saved content, direct inquiries, creator responses, repeat engagement or assisted conversion.
Build for operating reality
A strong strategy respects the team that has to run it. Set a sustainable publishing rhythm, clear ownership and a repeatable decision process. Consistency built around a useful point of view will outperform bursts of disconnected activity.