A complete social media system: the strategy, templates & posts
How I bring strategy and design together for a seamless social presence
Intro
A strong social presence isn't just about great-looking posts, it's about a system that holds together. I've worked across the full spectrum of social media content, from translating creative briefs into scroll-stopping designs to architecting brand strategy and visual identity from scratch.
What follows is a look at that process.
When I led Be the Light Campaign's social content strategy, here's how we did it:
1. KICK OFF WITH THE BOARD
I opened each session by grounding the group in our mission statement and audience, then we each spent 10 minutes writing rough messaging and content ideas on post-its.
2. FIND THE THEMES
We organized the post-it's on a wall, looking for overlap and natural groupings.
3. BUILD THE CALENDAR
We mapped topics to the monthly calendar, tying content to relevant moments (Mental Health Awareness Month, upcoming events, etc.).
4. ASSIGN OWNERSHIP
Each month got a champion and a supporter responsible for developing that month's content.
5. DRAFT THE POSTS
The assigned pair roughed out ideas in a Google Doc, then filtered them into a content calendar, including evergreen posts about our mission and impact to maintain brand consistency and donor engagement.
6. DESIGN & CAPTION
Myself or a board member brought each post to life with visuals and copy.
7. LIVE EDIT SESSION
We reviewed together to ensure every post aligned with the brand and overall messaging. This also doubled as a design training moment to build the team's skills & confidence over time.
8. POST
Post and put more good out into the world.
Tips for scroll-stopping social content
The goal: capture enough attention to make someone stop, read, and engage.
Social Media Examples
Blank Canvas Mindset | Each brand has it's own uniquely tailored look, strategy, and templates.
