Who, what, where, when and why framework

The pressure to create a comprehensive social strategy overnight, the temptation to craft a 20-page document that looks impressive but never gets used, the reality of needing something that works right now.

The best social strategies fit on half a page.

1. WHO

If you get this wrong, everything else crumbles.

"Women aged 18-65 in London" isn't an audience, it's a demographic spreadsheet cell. Your real audience is nuanced, specific, and human.

The deeper questions:

• Who exactly lights up when they see your content? (Be specific and create actual person in your mind)

• What keeps them scrolling at 11 PM? What makes them save a post?

• Where do they hang out online when they're not looking for your product?

• What would they never, ever share because it doesn't align with their values?

Pro tip: If you can't describe your audience like you're talking about a friend, you don't know them well enough yet.

2. WHAT

Viral content without purpose is just expensive entertainment.

Ask yourself:

• What transformation do you want to create in someone's day? (Education, inspiration, entertainment, connection?)

• How does each post serve your audience's journey, not just your vanity metrics?

• What would happen if you posted half as much but doubled the intentionality?

The golden rule: Every post should either teach, inspire, entertain, or connect. Ideally more than one.

3. WHERE

One platform done brilliantly beats five platforms done mediocrely.

The honest questions:

• Where does your audience spend time? (Not where you think they should)

• Which platform naturally suits your content style and brand voice?

• Can you realistically create platform-native content, or are you just cross-posting?

Start here: Pick one platform. Master it. Then expand strategically.

4. WHEN

Three posts a day sounds impressive until you're crying into your content calendar at midnight.

Inconsistent posting is worse than less frequent posting.

Reframe the questions:

• How often does your audience genuinely want to hear from you?

• What's your realistic capacity when life gets complicated?

• How can you batch create content to reduce daily pressure?

• What's your backup plan for busy periods?

Try this: Start with what you can maintain during your worst week, not your best week.

5. WHY

If WHO is your north star, WHY is your anchor.

Trends will change. Algorithms will shift. Platforms will rise and fall. Your WHY keeps you steady through all of it.

The questions:

• Beyond "brand awareness," what specific role does social media play in your business?

• Why should someone follow you instead of your competitor?

• What would be lost if your brand disappeared from social media tomorrow?

• Can your entire team articulate your WHY in one sentence?

The test: If you can't explain your WHY to a 12-year-old, it's too complicated.

Putting It All Together

Here's your 30-minute strategy session:

1. Set a timer for 25 minutes

2. Answer each W with 2-3 bullet points maximum

3. Use the last 5 minutes to identify your biggest gap

4. Start there

You might not have all the answers immediately, and that's okay. The goal is to have a clear direction and the flexibility to evolve.

Remember: A simple strategy you use beats a complex strategy you ignore.

Which of the 5 Ws feels most challenging for your brand right now? What's your biggest insight after working through this framework?

Find me on LinkedIn and let's continue the conversation and build better social strategies together.