Social Media – The POST Strategy


The POST strategy is referenced in Charlene Li and Josh Bernhoff’s well-established book, Groundswell: Winning in World transformed by Social Technologies. The book primarily deals with the use of social media in companies. And so that companies can set up a functioning social media campaign and avoid typical rookie mistakes, the author duo recommends the POST strategy.


According to the Groundswell authors, a successful campaign should include the following points:

  • P=People: Who are our customers, where are they located on the web? What are their social activities like? This point requires a careful target group analysis in order to create a meaningful basis.
  • O=Objectives : Targets that are as concrete as possible should be set here. What is to be achieved? In what period of time do we want to gain how many followers? Which platforms do we want to serve? How many new customers do we want to win through our efforts? The company goals should be recorded in detail so that success can be checked later.
  • S=Strategy: The strategy is now based on target group analysis and goal setting. What steps are needed to make progress in social media? What exactly is initiated when and who is responsible for it? Tasks are assigned in this step, timelines and milestones are set.
  • T=Technology: This is about the technical implementation of the strategy. Which channels do we use? Media planning and monitoring tools are identified to measure success and monitor progress.


A major advantage and concrete benefit of the POST strategy lies in the recommendations for action that can be derived from it. Content with added value for users is therefore profitable for companies in the long term.

These recommendations for action include the following areas:

  • Listening: Off the internet, getting customer opinions on a representative basis or on a particular issue can be tedious. In the past, trade fair appearances and costly market research surveys were often the only means of addressing customer concerns. Through the use of social media, it has become very easy to get in touch with customers and users and ask for their opinion. It is invaluable for any company to receive direct feedback in order to be able to respond to praise and criticism in a timely and appropriate manner.
  • Speaking: Here companies are called upon to take part in discussions themselves or to spark them. In this way, philosophies, values ​​or news can be shared and direct communication becomes possible.
  • Activate: Customers can be encouraged to get involved in finding ideas for new products. They can also be asked to make recommendations or advertise the company if they are satisfied.
  • Support: Customers can be supported through service news, customer support via Twitter, interactive operating instructions or video tutorials. It aims to give customers a feeling of security and trust. They should realize that they are important and that they will be supported promptly and reliably as soon as it is necessary.