Chapter 8: Social Media Strategy
From Megaphone to Telephone
For the first decade of its existence, brands treated social media as a megaphone—a place to broadcast corporate messaging to a passive audience. That era is over. Today, social media acts as a telephone. It is a bidirectional channel defined by dialogue, community, and radical transparency.
To succeed in this new paradigm, we must fundamentally shift our mindset. We are no longer competing for "reach"; we are competing for "relevance." As I often discuss with my colleagues at Finn Partners, the metric of success has moved from vanity (follower count) to sanity (engagement rate).
We must understand the "Context of the Feed." When a user is scrolling through LinkedIn, their psychological state is professional, ambitious, and logic-driven. When that same user opens TikTok five minutes later, they are seeking dopamine, entertainment, and authenticity. A "cut and paste" strategy across platforms is not just lazy; it is fatal.
The Psychology of the Platform
Mapping Intent to Channel
Not all pixels are created equal. The strategic marketer does not ask "Should we be on X?"; they ask "Where is our audience, and what is their mindset?"
The B2B Playbook (LinkedIn): This is the boardroom of the internet. The currency here is Thought Leadership. It is not about selling services; it is about selling expertise. At Aleksandra King Agency, we use LinkedIn to solve problems publicly, establishing authority before the sales conversation ever begins.
The B2C Playbook (Instagram/TikTok): This is the living room. The currency here is Aesthetic and Authenticity. High-production gloss is often less effective than raw, "behind the scenes" footage that humanizes the brand.
- LinkedIn: High Trust, High Value, Low Frequency.
- TikTok: High Entertainment, High Frequency, Algorithm-driven.
- Instagram: Aspiration, Visual Identity, Community Hub.
Community Over Audience
Escaping the Algorithmic Treadmill
Relying solely on organic reach is a dangerous game. Platforms are "Pay to Play" ecosystems where organic reach for brands has plummeted to near zero. The solution is not to shout louder, but to build deeper.
We must transition from building an "Audience" (people who see you) to building a "Community" (people who know you). A community protects you from algorithm changes.
"An audience listens. A community talks back. If your social channels are a monologue, you do not have a community; you have a mailing list."
This requires Community Management—the unglamorous work of replying to comments, engaging in DMs, and fostering conversations between users. It is labour-intensive, but it creates an emotional moat that competitors cannot buy.
Decentralized Authority
The Evolution of Influencer Marketing
Trust in institutions is at an all-time low. Trust in individuals is at an all-time high. This shift has given rise to the Creator Economy.
Influencer marketing is no longer just about celebrity endorsements. It is about Micro-Influencers—niche experts with smaller but hyper-engaged followings. A recommendation from a trusted peer is worth infinitely more than a billboard.
However, authenticity is key. The audience can smell a paid partnership that lacks alignment. Successful influencer strategy requires letting go of creative control and allowing the creator to speak in their own voice.
The Strategic Lesson: As you read *Marketing Wins*, remember that social media is rented land. Use it to build awareness and community, but always aim to move that relationship to Owned Media (your website, your email list) where you control the terms of engagement.
BUY THE BOOKThe Authors
Bridging Theory and Practice
The strategies outlined in this chapter are not theoretical; they are the exact methodologies we apply at our respective agencies.
From Elliott's data-driven work with global enterprises to Aleksandra's psychological approach to media leadership, *Marketing Wins* is designed to be a handbook for the modern practitioner.
We invite you to join the conversation on our own social channels, where we continue to explore the evolving landscape of digital business.
