SOCIAL MEDIA STRATEGY
Turning scattered posting into a social system.
A full organic social strategy for a purpose-led organisation - designed to turn a strong mission into content people could discover, engage with and participate in.
01 — THE CHALLENGE
Having something to say isn't the same as having a social strategy.
The organisation had a strong mission and plenty of information to communicate.
The challenge was turning that into a social presence with structure:
clear audiences, recognisable content territories, platform-native creative and a reason for people to participate rather than simply consume.
02 — THE STRATEGY
Build the system before filling the calendar.
I developed the strategy from the audience outward:
Audience → Objectives → Content pillars → Creative formats → Campaigns → Community → Measurement
Four core objectives shaped the work: building awareness, growing community, driving traffic and encouraging real-world action.
From there, I developed distinct content pillars to balance education, useful information, community stories and timely/event-led content.
48+
Plug-and-play hook formulas
A curated swipe file built from creator and platform patterns.
03 — THE CONTENT SYSTEM
Different posts. One recognisable strategy.
Rather than treating every post as an isolated idea, I built recurring content territories that could generate ideas consistently.
The strategy covered:
Educational content
Useful information made accessible and social-native.
Practical content
Advice people could save, share and actually use.
Community stories
Putting people - not the organisation - at the centre of the content.
Reactive & event content
Lo-fi, timely formats designed around how people actually consume social.
THE DELIVERABLE
A social playbook, not a pile of post ideas.
Audience strategy · Content pillars · Platform strategy · Campaign concepts · Community & UGC · Measurement
BUILT FOR THE FEED. NOT ADAPTED TO IT.
Social-native, by design.
Hooks, pacing, formats, editing cues and creative principles designed around how people actually consume social.
04 — BEYOND THE FEED
Social should create participation, not just posts.
The strategy extended into campaign concepts, creator and partner participation, interactive formats, community management and UGC.
It also established principles for hooks, short-form video, tone of voice, platform roles and ongoing measurement - creating a framework that could guide future content rather than a one-off calendar.
The engagement concluded at strategy delivery; implementation performance data is therefore not presented.
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© 2026 Zaynab Merchant
zaynab@zaynabmerchant.com