Sam Alderson

How to build your social media strategy

Sam Alderson

Social media is still, so, wildly misunderstood. It’s one of the most underestimated jobs out there. Talk to any social media manager (SMM) and they’ll likely rattle off a to-do list that spans ten disciplines: brand strategy, photography, videography, analytics, paid ads, organic reach, graphic design, copywriting, community management, influencer outreach… and that’s just Monday.

I say this with love and lived experience because I’ve been there. I’ve seen those job descriptions. You know the ones: unicorns wanted. Must be a brand genius, TikTok whisperer, Canva wizard, and part-time data scientist. All in one tidy tiny salary.

But this isn’t a rant (not entirely, anyway). If you’re here, it’s because you’re building something. A website, a brand, a quiet little empire for you to rule over. And whether you love or loathe social media, you can’t ignore it.

So the question becomes: where do you start? Who should be involved? And what do you actually want to get out of it?

That’s where this guide comes in. These 10 steps will help you shape a social media strategy that actually fits your brand and doesn’t burn out your one-person team in the process. Especially if you’re a small business owner juggling every hat in the drawer. I see you!

Set clear goals for social media

Let’s get one thing straight: social media isn’t just a box to tick, it’s a space to connect. So before you even touch that Canva template or brainstorm your next Reel, take a deep breath and ask: Why are we even here?

Are you trying to attract new customers, deepen trust with your existing ones, or show folks what it’s really like behind the scenes of your business? (Spoiler: it’s probably a mix of all three.)

And if you, like me, tend to overcomplicate the simple stuff because your brain is one part strategist and three parts anxious raccoon, this next bit is for you. Let’s make it simple. What actually matters right now?

You don’t need to pick everything. In fact, please don’t. Choose one or two goals that feel most aligned with where your business is right now and go with them.

Here are a few common (and very valid) social media goals:

Each of these goals points your content in a different direction. It gives your work purpose, and your strategy shape.

Still unsure? Ask yourself: What kind of content would I be excited to share if I didn’t “have to” post? Your instinct will often lead you somewhere real.

Choose what kind of content you’ll share

Now that you know what you’re aiming for, the next step is deciding how you’ll get there, through content. This part can feel overwhelming, especially if you’re doing it all yourself. So many formats, so many platforms, so many people yelling “YOU HAVE TO BE ON VIDEO!” (guilty, but gently).

But the good news? You probably already have more content than you realise.

And yes, short-form video is having its moment (and then some). Reels, TikToks, YouTube Shorts, they’re not just trends; they’re tools. But that doesn’t mean you need to dance or “go viral”. You just need to show up with clarity and care. A steady phone, some natural light, and a little storytelling go a long way.

This is where the wisdom of Ross Simmonds’ Create Once, Distribute Forever really shines. (Yes, it’s a book, and yes, it’s worth your time.) The idea is deceptively simple and wildly effective: make something great once, then stretch it, remix it, and distribute it across multiple platforms and formats. Turn a blog into a tweet thread. Use those tweets as voiceover for a reel. Turn the reel into a carousel. One idea, many lives.

Try mapping out ideas using themes: customer stories, FAQs, values, behind-the-scenes, personal notes, visual guides. If you can say it out loud to a friend, you can turn it into content.

Finally, when you’re creating something, ask “If someone were to share this – would it make them feel seen, smart, inspired, understood?” That’s the bar.

Define your content buckets

Let’s talk structure, the kind that feels more like scaffolding than a straitjacket. Content buckets (also called themes or pillars) are repeatable categories that reflect the core of your brand.

They make planning easier, storytelling more cohesive, and your content feel intentional rather than impulsive. When everything feels a bit chaotic, this is the part that holds you up.

A good bucket system saves you from the blank page. Instead of scrambling for ideas, you’re rotating through familiar themes that align with your goals.

Here are a few example buckets to start with:

You don’t need to use them all. Choose 3–5 that speak to your business and your audience. The goal isn’t to box you in, but to build a rhythm that’s easy to maintain.

For small business owners juggling every role, content buckets offer relief. They take your mountain of ideas and give them lanes to run in. You’re not reinventing the wheel, you’re just keeping it turning with more ease and a lot less dread.

Allocate your time (and energy)

Here comes the part no one wants to admit: time is finite. Energy even more so.

Once you’ve got your content buckets in place, the next step is figuring out what’s actually sustainable for you. Not dream-you who batch-creates two months of content in one weekend. Real-you. The one running a business, answering emails, possibly parenting, and still trying to remember where you left your coffee.

So here’s your permission slip: pace yourself.

Try breaking things down like this:

These numbers aren’t gospel they’re a guide. A gentle rhythm to shape your weeks and recalibrate when things feel off.

Some weeks you’ll sprint, others you’ll stroll. Let the rhythm serve you, not the other way around. The best social media strategy is one you can stick with on your lowest-energy days. Keep it kind. Keep it doable.

Pick the right platforms

Let’s not waste beautiful content on the wrong crowd. One of the biggest mistakes people make is feeling like they have to be on every platform. But unless you’ve got a team (or a time-turner), that’s a straight line to burnout.

Instead, choose platforms that make sense for your content style, your business goals, and the people you’re trying to reach.

Ask:

Here’s a quick guide:

Start small. One platform you love is worth more than four you resent. And if video is part of your strategy? Create once and distribute wisely. A single short-form video can live in multiple places TikTok, Reels, Shorts with minor tweaks for tone.

And if you’re not sure where to start, there are tools that you can use to find your audience. Sparktoro is a great way to do some quick and easy poking around to find your crew.

No need to be everywhere. Just be somewhere on purpose.

Go where your audience already is

You could create the most stunning content and still feel like you’re shouting into the void. And if you’re anything like me, type-A overthinker with colour-coded Trello boards and a graveyard of unused hashtags, that can be maddening.

So let’s not work harder than we need to. Let’s work smarter. To avoid wasting your magic on the wrong stage, ask yourself:

Look at recent reports. Use tools like Sprout Social or just do some casual lurking on your competitors. Pay attention to who is commenting and sharing. Who’s actually engaging?

If you’re serving a local audience, Facebook groups or geotagged Instagram posts might still be gold. (Yes, Facebook. She’s old, but she still works.)

If your dream crowd is mostly Gen Z? You’d better get comfy with TikTok, learn the lingo, and maybe embrace a little chaos. They can smell inauthenticity faster than a Pinterest planner can sense a colour palette out of place.

Wherever your people are, go there. Don’t shout into the void. Start a conversation where they already feel at home.

Establish your brand voice

Tone is one of your most powerful tools and one of the easiest to overthink. Especially if you’re the colour-coded-calendar type, who still agonises over which emoji says, “I’m casual but competent.”

But here’s the thing: sounding “professional” doesn’t mean sounding impersonal. In fact, sounding human might be your biggest asset.

So ask yourself:

You don’t need a 10-page tone of voice guide (though we see you, fellow Notion nerds). What you do need is consistency. Think of your tone like your brand’s posture. It should feel natural, recognisable, and intentional.

If you’re a team of one, this is your superpower. You don’t have to run your writing through five layers of approval. You are the voice. And when that voice is grounded, clear, and just a little bit kind? That’s what people come back for.

And if you’re speaking to Gen Z? Drop the overly polished perfection. They don’t want a logo with a filter they want honesty, humour, values, and a bit of beautiful chaos. They want to hear you, not a marketing persona. Give them something real.

So no, your tone doesn’t need to be perfect. But it should be intentional. And above all, believable.

Engage meaningfully

Social media isn’t a broadcast channel, it’s a dinner party. And you can’t just show up, shout into the room, and vanish. That’s not a conversation. That’s a monologue (and not even a very good one).

This is where many of us fall into the trap: we schedule the posts, tick the box, and move on. But real connection? That lives in the comments, the replies, the little “hey, I see you” moments that algorithms can’t fake.

So ask yourself:

Engagement doesn’t mean being glued to your phone 24/7 with every notification turned on (hello, burnout). It means being present where it counts. It means noticing when someone shows up for you and showing up back.

And for small businesses? This is your superpower. You don’t need to “act like a brand.” You can be a person. You can remember usernames. You can thank the person who always likes your posts. You can turn one curious DM into a regular order, or a simple comment into a genuine relationship.

Gen Z especially picks up on this. They don’t just want content they want connection. They want to talk to the people behind the curtain. They want conversations, not canned responses.

People don’t forget how you made them feel. So let them feel like they belong. Like your brand is a space, not just a shop window. A space where they’re not just seen, but welcomed.

Pull up a chair. Pour a cup of something warm. Join the conversation for real.

Be realistic (and kind to yourself)

Let’s talk about capacity, the unsung hero of every sustainable strategy. If you’re running a business solo (or nearly solo), chances are you’ve already got more tabs open mentally and metaphorically than your browser can handle.

Customer emails, invoices, product development, dog walks, dinner plans, and now social media too? No wonder burnout is knocking.

Here’s your gentle reminder: you cannot out-post exhaustion. You cannot content-plan your way out of a chaotic week. And you certainly don’t need to sacrifice your sanity to “stay consistent.”

So, be radically honest:

This isn’t about slacking. It’s about sustainability. About honouring the seasons of your life and business.

And if you, like me, tend to set sky-high goals then beat yourself up when you miss them? Here’s a gentle truth: Your value is not measured in likes, shares, or a perfectly maintained grid.

Gen Z gets this more intuitively they’re redefining what it means to “show up” online, choosing honesty and imperfection over hustle and polish. Maybe we could take a leaf out of their book.

So yes, automate when it helps. Yes, repurpose content with pride. Yes, take breaks when you need them. You’re not lazy. You’re human. And your energy is a resource worth protecting.

Make a social media plan

Strategy is the why. The plan is the how. And you need both especially if you’re the kind of person who writes goals in their notes app, then immediately forgets they exist (guilty).

Without a plan, everything turns to mush. You’ll second-guess every post. You’ll scroll instead of create. And you’ll end up either overdoing it or ghosting your feed entirely (hello, all-or-nothing brain).

So let’s make this simple, solid, and sustainable.

Your plan should include:

Then give yourself a few specific, measurable, low-pressure targets. For example:

Not to prove anything. Just to help you track progress and adjust as needed.

And finally…

Because here’s the thing: the best social media plans aren’t rigid. They’re rooted. They flex with your energy. Adapt to your season. Hold you steady when motivation wobbles (which trust me, it will).

You’re building something real here. Let your plan feel like scaffolding, not shackles. Something that supports you, not something that demands more than you have to give.

The truth is, a good social media strategy isn’t about being everywhere or doing everything. It’s about showing up with clarity, consistency, and care even when your to-do list is breathing down your neck and your last three posts got a grand total of 12 likes.

To the social media managers doing ten jobs in one, the founders juggling captions between client calls, the creatives showing up tired but still showing up, I see you. I was you and my DMs are always open for a chat.

You’re not failing. You’re building something slow and real and honest. Not only that, but you’re building trust. And that doesn’t always look impressive at first glance, but it lasts.

Start small. Stay kind. Keep going. I’m cheering you on.

Comments

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.