Social Media Strategy
Tuesday afternoon is a terrible time to decide your marketing strategy.
What should we post?
Should this be a Reel?
Do we need LinkedIn too?
Should we be posting more?
Why did that one work?
What are we actually trying to achieve here?
Those look like content questions.
Most of them are decisions the strategy should have made already.
We work out what social media is there to do, who matters, which platforms deserve your attention + where all that attention should go next.
A content calendar tells you what gets published.
A strategy tells you why it deserves to exist.
Social Media Strategy · Projects from £995
Making social media make sense for
Sometimes the strategy is to do less.
You can post three times a week. Show up on Stories every day. Make the Reels, carousels + whatever format the algorithm apparently wants this month.
And still have no idea whether any of it is helping the business.
More platforms. More posts. More formats. More trends to keep up with.
None of those automatically creates better marketing.
So we work out where your audience is actually paying attention, what social needs to achieve + what the business can realistically create well.
Sometimes that means adding something.
Sometimes it means changing something.
And sometimes the answer is:
“You really do not need to be there.”
If three strong pieces of content a week are doing a clear job, we're not prescribing seven.
If one platform genuinely matters, we're not adding three more because omnipresence sounds impressive in a strategy deck.
The plan has to work for the business. It also has to work for the humans expected to execute it.
What we actually work out.
Because “post more consistently” is not a strategy.
Every Social Media Strategy is built around the business in front of us. What you're trying to achieve, who you're trying to reach + what social actually needs to do to help.
Then we make the decisions that shouldn't be left until Tuesday afternoon.
Business + goals
What you're trying to achieve, what you're selling + the role social media should actually play in the wider marketing picture.
Audience + buyer journey
Who you need to reach, what matters to them + what needs to happen before they're ready to take the next step.
Platform decisions
Where your business genuinely needs to show up, what each platform is there to do + where you can stop spreading yourself unnecessarily thin.
Positioning + messaging
What your social presence should make clear, memorable + consistently associated with your business.
Content + formats
The topics, ideas + formats worth building around, with a clear reason for each one being there.
Not four generic boxes labelled educate, inspire, entertain + promote.
Search + discoverability
How people might find you through platform search, keywords, profile optimisation + the way they're actually searching inside social.
Conversion pathways
What happens after somebody pays attention + how social connects with your website, email, offers + enquiries.
Cadence + sustainability
How often you actually need to publish + a rhythm the business and the humans inside it can realistically maintain.
Measurement
What the data needs to tell us, what success actually looks like + which numbers are worth paying attention to.
Not which one looks nicest in the monthly report.
The aim isn't to give you more to do. It's to make what you do much easier to justify.
The strategy should make the next decision easier. Not create another document you need a strategist to interpret.
Social media strategy · Projects from £995
Social Media Strategy or Content Strategy?
You do not automatically need both.
Content Strategy
Looks across the wider content ecosystem.
What should the business be talking about? Which ideas + messages deserve repetition? How should they work across website, email, search, social + other relevant channels?
Social Media Strategy
Gets specific about the social layer.
Platforms. Audiences. Positioning. Formats. Discoverability. Cadence. Conversion. Measurement.
If the strategic problem is specifically social, Social Media Strategy can stand completely on its own.
If both are useful, we join up the thinking rather than charging you to answer the same questions twice.
Social strategy that actually changed something.
Less second-guessing. More knowing what to do next.
Strategy isn't particularly useful if it leaves you with more decisions to make than you started with.
For Lilli, the aim wasn't to hand over an impressive-looking document full of things she could be doing.
It was to create something that felt clear, manageable + genuinely possible to put into action.
And apparently, there were a few aha moments along the way.
“Natty’s advice is honest, but always felt encouraging and best of all, MANAGEABLE! The strategy feels really bespoke to my needs as an entrepreneur, but also as a person.”
“I had quite a few ‘aha’ moments and wish I’d have had this type of perspective many years ago as I think it would have saved me a lot of time and energy! I have left the session with a really accessible strategy and feel inspired to action it.”
A strategy you can actually use. Quite the concept.
— Lilli Unwin, Rewilding Creativity
Social Media Strategy
SEE MORE OF OUR WORK →
Already have a strategy?
Good.
We're not going to make you buy another one for sport.
We'll review what you have first.
Strong + current?
Use it.
Good foundations, but something’s changed?
Refresh what needs refreshing.
No longer reflects the business?
Then starting again may make sense.
And once we've created the strategy?
It's yours.
Implement it yourself. Give it to your team. Hand it to another content creator.
Or ask us to help.
The service has failed if the strategy only becomes useful once you hire TDH to implement it.
If you'd like ongoing support, we can continue into Social Media Content Creation or a more embedded Content Partnership.
The strategy bit? That’s me.
Natty Bernasconi · Founder + Strategic Director
I've spent enough time inside social media to know that more isn't automatically better.
I lead Social Media Strategy at TDH, working out what deserves your attention, what your audience actually needs + which decisions we can stop making from scratch every Tuesday.
Fewer “what should we post?” conversations. More reasons for posting it.
Founder & Marketing Strategist of The Year — UK 2026
Creator of The Digital Hive Framework™
The things you may still be wondering.
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Projects begin at £995.
Final investment depends on the number of platforms, audiences + offers involved, alongside the complexity of the business and research required.
We'll recommend the scope we think you actually need + you'll receive a clear investment before booking.
No adding platforms for the sake of making the strategy look more impressive.
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You'll receive a bespoke Social Media Strategy, 90-day implementation roadmap, practical content direction, strategy walkthrough + a short post-delivery support window for the questions that inevitably appear once you start using it.
The point is that you finish knowing what you're doing, why you're doing it + what to do next.
Not holding a very attractive strategy document you're slightly frightened to touch.
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Good. We'll look at that before deciding you need another one.
If it's strong + current, we'll tell you to use it.
If the foundations are right but the business, audience or platforms have moved on, we may recommend refreshing the relevant parts.
And if it no longer reflects what you're trying to achieve, we'll explain what isn't working + why starting again would be useful.
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Whatever the business genuinely needs.
That may include Instagram, LinkedIn, Facebook or other relevant social platforms, depending on where your audience is + what you're actually trying to achieve there.
We're not interested in putting you everywhere.
We're interested in putting your attention somewhere useful.
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Most projects take approximately 3–4 weeks, depending on scope, research requirements + the number of platforms involved.
We'll confirm your exact timeline before work begins.
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Generally every 3–6 months, depending on the business + how quickly things are changing.
But reviewing a strategy doesn't mean automatically changing it.
Sometimes the audience hasn't changed. The offer hasn't changed. The platform is still doing its job.
Sometimes nothing meaningful has changed. So neither should the strategy.
The next post should have a reason to exist.
You don't need another reason to post.
You need to know why you're there, who matters, what the content is building towards + what deserves your attention.
Then create it yourself.
Give it to your team.
Or ask us to create it with you.
Either way:
The next post has a reason to exist.
Social Media Strategy · Projects from £995
Standalone strategic engagement · 90-day implementation roadmap · Content Strategy is not a prerequisite.
What’s happening on social?
Posting plenty? Posting occasionally? Showing up everywhere? Quietly hoping Instagram will eventually explain what it wants from you?
Tell us what’s going on. We’ll work out what actually needs a strategy.
You don't need a content calendar, a list of pillars or seventeen half-finished Notion boards before you get in touch. That's rather the point.