Choose your channels.
Give your content a purpose.
Build a social presence around the people you want to reach and the decisions you want to support. KOAT helps you define channel priorities, content pillars and a practical plan your business can sustain.
Which social channels fit your business?
Choose channels where your intended customers spend relevant time, where your offer can be communicated effectively and where your team can maintain useful content and conversations. Use customer insight, existing results and a manageable pilot to validate the choice. Give each selected channel a clear role in the customer journey.
Three foundations for your strategy.
Know who you want to reach
Define the customer, their questions, location, language and decision process. Use actual conversations and customer evidence to inform the plan.
Define the contribution
Decide whether social should support discovery, trust, enquiries, recruitment, customer education or another specific business objective.
Build a sustainable operation
Account for content production, subject expertise, approvals and responding to people. The strategy should fit the resources available.
Prioritise where you can create value.
Review what customers tell you, how existing enquiries found you and which content has produced relevant conversations. Investigate competitors for context without assuming their visible activity proves commercial success.
Where evidence is limited, define a pilot with a clear audience, content approach and review point. Expand when the results and production capacity justify it.
Assess each channel against
- Evidence of relevant audience activity.
- A clear role in your business objectives.
- Your ability to produce suitable content.
- The time needed for conversations and responses.
- A useful next step for interested people.
- A practical way to review progress.
Turn a theme into a useful post.
| Customer question | Pillar | Possible content | Next step |
|---|---|---|---|
| How do I recognise this problem? | Education | A clear explanation with observable signs and limits. | Read the relevant guide or service information. |
| Have you handled a similar situation? | Evidence | An approved case with context, method and outcome. | Explore whether the service fits their situation. |
| What happens after I enquire? | Process | A short walkthrough of the actual enquiry process. | Request the appropriate conversation. |
| What does the service include? | Offer | A concise scope explanation with important conditions. | View the service details or request a quotation. |
Adapt the presentation to the channel. The same underlying answer might become a professional post, a visual guide or a video demonstration, with wording and pacing suited to the audience.
Plan a cadence your team can maintain.
Set the publishing rhythm around production time, available expertise and the ability to respond. There is no universal posting frequency that guarantees results.
A content calendar should identify the audience question, pillar, format, owner, approval deadline and destination. Include responsibility for comments and messages.
Make the response process clear.
Decide who handles service questions, how sales enquiries are passed on and where customer support issues belong. Use response expectations your team can realistically meet.
Record useful recurring questions. They can inform future posts, website content and service explanations.
Measure the role each channel plays.
Choose metrics according to the objective. Platform analytics can help assess content and audience response, while website and CRM records help investigate the actions that follow.
| Objective | Signals to review | Interpretation limit |
|---|---|---|
| Relevant discovery | Reach, audience information and profile activity. | Exposure alone does not establish awareness, suitability or buying intent. |
| Content usefulness | Meaningful comments, saves, shares and viewing behaviour. | Definitions vary by platform and format; engagement does not automatically become a sale. |
| Website consideration | Identifiable visits and relevant website actions. | Attribution and measurement coverage can be incomplete. |
| Lead generation | Relevant enquiries, qualification and progression. | Requires consistent CRM records and time for follow-up. |
| Recruitment | Suitable applications and hiring progression. | Application volume alone does not establish candidate fit. |
Review patterns across comparable content.
Assess themes, formats and audience responses over a suitable period. A single unusually successful post does not establish a repeatable strategy. Separate paid distribution from organic activity when reviewing the results.
Connect distribution with the strategy.
Organic content can explain your offer, share expertise and support ongoing relationships. Paid campaigns can have their own distribution objectives, targeting and budget.
Define the role of each and keep the message consistent with the destination. A post with many likes is not automatically the strongest candidate for a sales campaign.
Prepare the next step.
An interested person should find clear service information, a useful product page or an appropriate contact route. Assign responsibility for the resulting enquiry.
Social content and the website should help answer the same customer questions throughout the journey.
What KOAT can help you define.
A clear strategic brief
Define priority audiences, business objectives and the customer decisions social content should support.
A reason for each platform
Assess channel suitability and agree on priorities, audience assumptions and how they will be validated.
Useful recurring themes
Organise topics around customer questions, actual expertise, approved evidence and the services you provide.
A practical publishing plan
Define suitable formats, an achievable cadence and a calendar structure with clear ownership.
Production and response responsibilities
Clarify asset collection, approvals, publishing and the handoff for questions and enquiries.
A measurement framework
Agree on the evidence needed to assess progress and guide content or channel changes.
Understand. Prioritise. Plan. Review.
- 01
Review the starting point
Assess your customers, current channels, content, business goals and available resources.
- 02
Choose the priorities
Define channel roles, content pillars and the audience assumptions that need validation.
- 03
Build the operating plan
Agree on formats, cadence, ownership, approvals and the next step for interested customers.
- 04
Review and refine
Use content results, customer feedback and business outcomes to guide the next decisions.
What does a social media strategy cost?
The scope depends on the audiences, markets, channels and depth of research required. A focused strategy for one business differs from a plan covering several brands, languages or customer groups.
Strategy, content production, publishing, community management and paid advertising are distinct services. We clarify which activities and deliverables are included in the proposal.
Bring these to the first conversation
- Your services, products and business priorities.
- Your target customers, markets and languages.
- Your existing social profiles and available analytics.
- Your current content and brand assets.
- Customer questions, feedback and approved examples.
- Your team capacity, budget and approval process.
Reach the right people.
Have something useful to say.
Let’s review your audience, channels and resources, then define a social media strategy your business can put into action.
Use a decision guide, then validate it.
The possibilities below are starting points for assessment. Your market, audience behaviour and existing evidence should determine which channels deserve investment.
Your business category is only a starting point.
A professional service may benefit from visual demonstrations. A consumer brand may have a valuable professional audience. Test the actual audience and use case instead of assigning channels solely from a B2B or B2C label.