How an effective and comprehensive social media strategy can help reach relevant audiences: Looking at your social media strategy as a four-course meal

This paper analyses the importance of having a comprehensive social media strategy. It presents specific steps and advice to help the reader successfully conduct a gap analysis and a social media audit for any organisation (profit or nonprofit), and provides carefully curated pointers on how to create a brand toolkit. In addition, special emphasis is given to certain other social media documents that can aid organisations in their efforts to reach not just their audience but also succeed in other ambits. Finally, examples specific to the author’s organisation will be provided in order to help the reader understand how to apply the discussed concepts to their own organisation.