Social media strategy is your social media game plan for how you create, post, and engage with content on your social media channels based on the specific business goals you are looking to achieve.
This will detail how you want to portray your brand online, the channels you want to focus on, and the content you want to develop based on the target audience you are looking to reach.
While newer social channels like TikTok make headlines daily, if your audience is not on it, it does not make sense to create videos on TikTok to promote your brand that way. Social media strategy also include hashtag research, in-depth audience research, proposed copy and imagery examples, positioning and more.