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social-strategy

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Original

English
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Translation

Chinese

Social Strategy

社交媒体策略

This is the top-level plan: which channels, what for, how to win, and at what cadence. It sits above 
content-pillars
(what themes) and 
batch-content-plan
(what posts) and tells them where to point. Everything downstream inherits the choices made here.
The core idea, and what separates strategy from a to-do list:
Strategy is choices and trade-offs — above all, what not to do. "Be on every platform, post consistently, engage your audience" is not a strategy; it's a list of platitudes that spreads a brand thin and wins nowhere. A real strategy picks the few channels where the audience is and the brand can win, deliberately drops the rest, and commits to one clear objective and a differentiated angle.
这是顶层规划：选择哪些渠道、为了什么、如何取胜，以及以什么节奏推进。它位于 
content-pillars
（内容主题）和 
batch-content-plan
（具体帖子）之上，并告诉后者 应该围绕什么展开。下游的所有工作都会继承这里做出的选择。
核心思想，以及战略与待办清单的区别：
战略意味着选择与取舍——最重要的是，明确*不做什么。 “每个平台都做、 持续发布、与受众互动”不是战略；它只是一份陈词滥调清单，会让品牌资源分散， 最终无法在任何渠道取胜。真正的战略会选定受众确实存在、品牌也有机会取胜的少数渠道， 有意舍弃其余渠道，并围绕一个明确目标和差异化角度持续投入。

When to use this

何时使用

  • Starting a social presence from scratch, or resetting a scattered one.
  • Deciding which platforms to be on (and which to quit).
  • Before 
    content-pillars
    / 
    batch-content-plan
    , to set the objective and channels they serve.
When NOT to use it: if a current 
social-strategy.md
exists and is sound, load it and move on unless the user wants to revisit.
  • 从零开始建立社交媒体账号体系，或重置分散的布局。
  • 决定要使用哪些平台（以及退出哪些平台）。
  • 在运行 
    content-pillars
    / 
    batch-content-plan
    之前，先设定二者所服务的目标和渠道。
**何时不应使用：**如果现有的 
social-strategy.md
已经合理且完善，则加载它并继续后续工作， 除非用户希望重新审视该策略。

Step 0 — Read the foundation first

第 0 步——先读取基础信息

Load 
brand-profile.md
, 
audience-research
(
audience.md
), and 
content-pillars
if present. Strategy is downstream of who you are, who you're for, and what you talk about — without those it's guesswork. Run the missing ones first where it matters.
如果存在 
brand-profile.md
、
audience-research
（
audience.md
）和 
content-pillars
，请先加载它们。 战略应当建立在你是谁、你服务于谁以及你谈论什么的基础之上——缺少这些信息， 一切都只能靠猜测。必要时，先运行缺失的部分。

Step 1 — Set one primary objective (tied to the business)

第 1 步——设定一个主要目标（与业务关联）

Pick one primary objective social must serve right now — awareness, audience growth, community, authority/positioning, leads, or sales — chosen from what the business actually needs (a pre-launch startup needs awareness/audience; an established one needs leads/sales). Add at most one secondary. Define a meaningful metric, not a vanity one, and be honest about measurement (see 
references/goals-and-measurement.md
). To cascade the objective into SMART targets, per-channel North Stars, and action thresholds, hand off to 
goals-and-kpis
— this skill names the objective; that one sets the numbers.
选择社交媒体当前必须服务的一个主要目标——品牌认知、受众增长、社区建设、 权威/定位、潜客获取或销售——并根据业务实际需求作出选择（预发布初创企业需要品牌认知/ 受众增长；成熟企业则需要潜客获取/销售）。最多再增加一个次要目标。定义一个有意义的指标， 而不是虚荣指标，并坦诚说明衡量方式（参见 
references/goals-and-measurement.md
）。 如需将目标进一步转化为 SMART 目标、分渠道 North Star 指标和行动阈值，请转交 
goals-and-kpis
——本 skill 负责明确目标；该 skill 负责设定具体数字。

Step 2 — Select channels (focus, don't spread)

第 2 步——选择渠道（聚焦，不要分散）

The central decision. Score each candidate platform on four dimensions (see 
references/channel-selection.md
):
  1. Audience presence — is the target audience actually there? (from 
    audience.md
    )
  2. Format fit — does the brand's natural content strength suit it? (don't lead with TikTok if the brand won't make video)
  3. Goal fit — does the platform serve the objective?
  4. Capacity fit — can the brand sustain quality there?
Pick the 1–3 that win on all four. Name what you're deliberately dropping (or running as repurpose-only maintenance). Most brands should start with one primary channel.
这是最核心的决策。根据四个维度为每个候选平台评分（参见 
references/channel-selection.md
）：
  1. 受众是否存在——目标受众是否确实活跃于该平台？（依据 
    audience.md
    ）
  2. 形式匹配度——品牌擅长的内容形式是否适合该平台？（如果品牌不会制作视频，就不要以 TikTok 为主）
  3. 目标匹配度——该平台是否有助于实现目标？
  4. 产能匹配度——品牌能否持续在该平台产出高质量内容？
选择在四个维度上均占优的 1–3 个平台。明确说明你有意舍弃哪些平台 （或仅将其作为内容再利用的维护渠道）。大多数品牌应从一个主要渠道开始。

Step 3 — Define the strategic wedge

第 3 步——定义战略楔点

How does this brand win on its chosen channels, given everyone else? The wedge comes from the brand's POV and positioning — a differentiated angle, a distinctive format, a consistent stance — not "post good content" (that's table stakes, not a wedge). See 
references/operating-model.md
.
考虑到所有竞争对手，这个品牌要在选定渠道上如何取胜？楔点来自品牌的观点和定位—— 差异化角度、独特形式或一致立场——而不是“发布优质内容”（这只是行业基本要求，并非楔点）。 参见 
references/operating-model.md
。

Step 4 — Set the operating model

第 4 步——设定运营模式

A strategy you can't sustain is a wish. Define (see 
references/operating-model.md
):
  • Cadence per chosen channel — realistic, matched to capacity; consistency over volume.
  • The content engine — how foundation → pillars → plan → produce → repurpose → schedule fit together.
  • Phasing — Phase 1 nail one channel; expand only once it works. Don't launch everywhere.
  • Capacity/roles — who makes and who engages, and how much time.
无法持续执行的战略只是愿望。需要明确以下内容（参见 
references/operating-model.md
）：
  • 各渠道的发布节奏——切合实际，并与产能匹配；一致性比数量更重要。
  • 内容引擎——基础 → 支柱 → 规划 → 制作 → 再利用 → 排期如何衔接。
  • 分阶段推进——第 1 阶段集中做好一个渠道；只有在渠道奏效后才扩张。不要同时启动所有平台。
  • 产能/角色——谁负责制作、谁负责互动，以及可投入的时间。

Step 5 — Write the artifact

第 5 步——编写交付物

Produce 
social-strategy.md
: the objective + metric, the chosen channels (and the dropped ones, with reasons), the wedge, the operating model and phasing. Summarize back and invite edits. 
content-pillars
and 
batch-content-plan
read this to stay aligned.
生成 
social-strategy.md
：包含目标与指标、选定渠道（以及舍弃的渠道和原因）、楔点、 运营模式和阶段规划。总结结果并邀请用户修改。
content-pillars
和 
batch-content-plan
会读取该文件，以保持战略一致。

Quality bar — self-check

质量标准——自检

  • Is there one clear objective, tied to the business (not "grow followers" for its own sake)?
  • Are channels chosen by the fit framework, with the dropped ones named? (Not "all of them.")
  • Is there a real wedge — a differentiated way to win, from the brand's POV?
  • Is the operating model sustainable and phased (start focused, then expand)?
  • Is measurement honest — meaningful metrics, read from the platforms' native analytics, and no analytics promised that WoopSocial doesn't have?
  • Would following this make the brand choose — or just do everything everywhere?
If the "strategy" doesn't say no to anything, it isn't one.
  • 是否只有一个明确目标，且与业务关联（而不是为了涨粉而涨粉）？
  • 是否通过匹配度框架选择了渠道，并明确列出舍弃的渠道？（而不是“全都做”）
  • 是否存在真正的楔点——从品牌视角出发的差异化取胜方式？
  • 运营模式是否可持续且分阶段推进（先聚焦，再扩张）？
  • 衡量方式是否诚实——采用有意义的指标，读取平台原生分析，且不承诺 WoopSocial 实际不具备的分析功能？
  • 遵循这份战略是否能让品牌真正做出选择——而不是在所有平台做所有事情？
如果这份“战略”没有拒绝任何事情，它就不是战略。

Edge cases

边界情况

  • "We should be on every platform" → push back: focus beats spread; pick where the audience is and the brand can win; name what to drop or run as maintenance.
  • Wrong-format pressure (wants TikTok but won't/can't make video) → match channels to the brand's real content strengths, or plan to build the capability first.
  • No clear business goal → help define one from the brand's stage; a strategy without an objective optimizes nothing.
  • Already spread thin across 6 platforms → recommend consolidating to the 1–2 that work; it's often a subtraction strategy.
  • B2B vs B2C → channel and goal differ sharply (LinkedIn/X authority+leads vs IG/TikTok awareness); use the audience profile.
  • Measurement expectations → be clear WoopSocial publishes; measurement is the platforms' native analytics (read manually) — don't promise dashboards.
  • “我们应该出现在每个平台” → 劝其聚焦：专注胜过分散；选择受众确实存在、 品牌也有机会取胜的平台；明确舍弃哪些平台或仅作维护。
  • 内容形式不匹配的压力（想做 TikTok，却不愿意/无法制作视频）→ 让渠道与品牌真正的 内容优势匹配，或者先制定计划建设相应能力。
  • 没有明确的业务目标→ 根据品牌所处阶段帮助定义目标；没有目标的战略无法优化任何结果。
  • 已经分散在 6 个平台上且资源薄弱→ 建议整合到效果最好的 1–2 个渠道； 这通常是一种做减法的战略。
  • B2B 与 B2C→ 渠道和目标存在显著差异（LinkedIn/X 侧重权威与潜客，IG/TikTok 侧重认知）； 以受众画像为依据。
  • 衡量预期→ 明确说明 WoopSocial 负责发布；衡量应使用平台原生分析（手动查看）—— 不要承诺提供仪表盘。

Related skills

相关 skills

  • brand-profile
    , 
    audience-research
    , 
    content-pillars
    — read first; supply the inputs.
  • goals-and-kpis
    — turns this strategy's objective into SMART targets, per-channel North Stars, and thresholds ("set our goals/KPIs" requests route there).
  • content-pillars
    — the themes that serve this strategy.
  • batch-content-plan
    — turns the strategy + pillars into a calendar.
  • cross-platform-repurposing
    — makes a focused multi-channel strategy sustainable.
  • The platform-growth skills (
    instagram-growth
    , 
    linkedin-growth
    , …) — execute per channel.
  • brand-profile
    、
    audience-research
    、
    content-pillars
    ——先行读取，为策略提供输入。
  • goals-and-kpis
    ——将该战略中的目标转化为 SMART 目标、分渠道 North Star 指标和阈值 （“设定目标/KPI”类请求应转交至此）。
  • content-pillars
    ——确定服务于该战略的内容主题。
  • batch-content-plan
    ——将战略与内容支柱转化为内容日历。
  • cross-platform-repurposing
    ——让聚焦的多渠道战略得以持续执行。
  • 平台增长 skills（
    instagram-growth
    、
    linkedin-growth
    等）——负责各渠道的具体执行。

References

参考资料

  • references/channel-selection.md
    — the channel-fit framework and platform strengths.
  • references/goals-and-measurement.md
    — objectives, meaningful vs vanity metrics, honest measurement.
  • references/operating-model.md
    — the content engine, cadence, phasing, the wedge in practice.
  • references/examples.md
    — worked strategies (with real trade-offs) across business types.
  • references/channel-selection.md
    ——渠道匹配度框架及各平台优势。
  • references/goals-and-measurement.md
    ——目标、有意义指标与虚荣指标、诚实的衡量方式。
  • references/operating-model.md
    ——内容引擎、发布节奏、阶段规划，以及楔点的实际应用。
  • references/examples.md
    ——不同类型企业的实战策略示例（包含真实取舍）。