As a social media strategy consultant for companies like Uber to Pizza Franchises to Non-Profits and everyone in between, I could write a book about this but many books have already been written, to limited success in keeping up with the habits and trends of users.

This answer box isn't big enough for a book, so I'll leave you with these 5 heuristics to keep in mind when you develop your strategy:

1. Goals/Outcomes. What are you actually trying to accomplish? Sales? How many sales? Over what period of time? What KPI's will you use to know that you are on track to reach goals? How often will you measure them? You should emerge with a "I want to make this much, in this amount of time, I think it will come from these types of customers, and I'm not sure what that will cost me, but it better be less than my goal." Most people can get this part done immediately.

2. Data-based Strategies. Which platforms are you active in. Which of these platforms have been working for you. How do you know they have been working. What other channels are you active in. How do you know if they are bringing people into your social platforms or not. What do you know about the people who are on your social platform related to their desire to buy. What types of things are they engaging with. What types of things are they clicking on. What types of services are they buying. How are those services being promoted. How are those promotions leading to sales. Are they leading to lower sales or higher sales than you'd expect. Where else are trying those sales. Why. Where else are you not trying those sales. Why. Where can you add measurement?

3. New Strategy. Based on your cleanest forms of measurement, how will you deploy new forms of measurement into new platforms, which platforms, and why. What is your hypothesis (use the socratic method for short-term testing). How long will you measure before you form your new strategy.

4. Tactics. Once your new strategy is in place, with multiple channels and platforms tested, considered, and selected based on actual results related to your key service offerings, how will you execute new content campaigns, and why? One framework I use is Cialdini, which allows you to test various forms of influence to help shape the perception of your brand on a specific channel/platform and then repeat those influence principles in other similar platforms for similar (or different) effects. You can refine you mix of influence-driven posts based on how each principle performs related to your actual sales improvements, and learn which aspects of your brands are the strengths and weaknesses for continued testing and improvement on different platforms. I usually use an automated content repository to allow for planned content and communication that can be easily monitored and tweaked with less human hours. Using this approach means that you have to be a content ninja upfront and be able to plan ahead for where you want your river of content to go, while "splashing" it in realtime.

5. Monitoring and Optimizing. At this point, if you complete the above, you'll have a solid GOST framework complete that revolves around different channels and platforms that are "live" and "testing" and solid processes in place for future content and live content. You'll also have the ability to zoom in on any part of your strategy, in any channel or platform, analyze, learn, tweak, and A/B test it to other areas of your strategy so you can constantly building the stronger brand, deeper engagement, more valuable customer community, better use of your hours or whoever you hire to push the buttons.

Hope this helps!