A social media strategy is a documented plan for how your business will use social platforms to hit specific goals, with clear decisions on your audience, messaging, content, posting rhythm, and measurement.Think of it as the “why and what” behind your social, while a content calendar is the “when and where” for each post.
If you want social to drive more calls, form fills, or booked appointments (common for Orlando dentists, law firms, clinics, pest control, and home services), your plan needs to connect posts to the same actions you want on your site, not just likes.If you’d like help building and running that plan end to end, our social media marketing services cover planning, publishing, and reporting in one system.
What a social media strategy should include
| Piece | What it answers | Example output |
|---|---|---|
| Goals | Why you are posting | “20 booked consults per month from social” or “recruit 2 hires per quarter” |
| Audience | Who you are talking to and what they care about | 2 to 4 buyer personas and the problems you solve for each |
| Positioning and offers | What you want to be known for | Your main services, best differentiators, and 2 to 3 rotating offers |
| Platforms | Where you will focus and why | Pick 1 to 3 channels that fit your buyers and your team’s capacity |
| Content pillars | What you will talk about all year | 3 to 5 themes like education, proof, team, community, and offers |
| Creative rules | How your brand should look and sound | Voice notes, do and do not list, photo style, and caption patterns |
| Publishing rhythm | How often and what formats | Weekly plan for posts, short video, Stories, and Lives if relevant |
| Community process | How you handle comments and DMs | Response time goal, escalation rules, and saved replies |
| Measurement | How you judge if it worked | KPIs, tracking links (UTMs), and monthly reporting notes |
Audience work is where most businesses either win or waste time.If you want a clean way to define who you serve and what to say to them, we walk clients through the same steps in defining a target audience and buyer personas for social media.
Your plan also needs a workflow, because consistency beats bursts.Decide who approves content, where photos live, how you capture proof (before and after, testimonials, team moments), and how you handle last minute posts without turning every week into chaos.A simple content calendar keeps the plan realistic and gives you a repeatable weekly routine.
Orlando and Florida details that usually matter
For local businesses in Central Florida, add location signals on purpose: tag your city and nearby neighborhoods when it fits, show your team in recognizable places, and post proof that matches the services you sell in your service area.For service companies, “job in progress” and “job complete” content works well because it answers the buyer’s biggest question: “Can I trust you in my home or on my property?”
Two guardrails most owners miss
First, disclosures: if you run giveaways, partnerships, affiliate promos, or influencer posts, disclosures need to be obvious so viewers do not miss them.Second, privacy and claims: healthcare and dental brands should treat patient photos, videos, and testimonials carefully, get written permission, and avoid claims that sound like guarantees.
If you want us to pressure test your current social channels and turn them into a simple 90 day plan, we can map the goals, content pillars, and reporting so you know exactly what you’re posting and why.
