A social media strategy is the plan that connects social activity to business or audience goals.
A strategy defines audiences, channels, positioning, content pillars, posting cadence, workflows, metrics, and reporting.
Without a strategy, social media teams can stay busy without knowing whether their work is moving the right goals.
A strategy should be specific enough to guide tradeoffs, such as which platforms to ignore, which content pillars matter most, and which metrics define success.
Target audiences, chosen platforms, positioning, content pillars, posting cadence, workflows and approvals, KPIs, and how results get reported. Specific enough to guide real tradeoffs.
Start with the business goal, define who you need to reach, pick the two or three platforms where they are, choose content pillars you can sustain, then set a cadence and the metrics that define success.
Quarterly reviews work for most teams: often enough to react to platform shifts and performance data, rare enough to give the current approach time to prove itself.