Classic examples we have all seen:
- “Post more.”
- “Go viral.”
- “Do a TikTok.”
- “Do whatever the competitor did on Tuesday.”
These are wishes. In our experience a strategy that works fits on a sticky note:
- Who you are talking to (a role or situation, not “everyone”)
- What you help them with
- A rhythm you can keep for a year with the people you have
Everything else, formats, networks, hooks, comes after those three lines. Without them every planning meeting starts from zero and the account posts a lot while saying very little.
Curious what the community has run into. What was the vaguest brief you got for social, and how did you turn it into something workable?
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