Red Thread Project: a complete social media strategy: audience, networks, content, engagement, growth and management — Social media & Community management

Red Thread Project — Build your social media presence — from strategy to measurement

Goal: build, for a real or fictional brand (yours, a case study), a complete and consistent social media presence — from the strategic choice of networks to measuring results.
Materials: the Social media & Community management cheat sheet below (benchmarks, methods and best practices) to keep at hand.
Method: one step per level. Start from strategy (why, for whom, where), produce and engage, grow, and steer by results.

⬇️ Download the Social media & Community management cheat sheet (TXT)

Step 0 · Level 0 — Frame (L0)

Define your SMART objectives, your audience, choose 1 to 3 suitable networks, and create business accounts.

Step 1 · Level 1 — Set up your presence (L1)

Optimise your profiles (bio, visuals), define your editorial line (pillars, tone, formats) and create your first visuals with Canva.

Step 2 · Level 2 — Master the platforms (L2)

Deepen your chosen networks (formats, algorithms, codes): Instagram, LinkedIn, TikTok, Facebook/Meta Business Suite, or others depending on your audience.

Step 3 · Level 3 — Community management (L3)

Build an editorial calendar, engage your community (interaction, replies), prepare comment/crisis management and a charter.

Step 4 · Level 4 — Growth & advertising (L4)

Create shareable content, consider influence/UGC, test advertising (Meta Ads or other) and set up a conversion logic.

Step 5 · Level 5 — Measurement & strategy (L5)

Track your key KPIs, monitor (social listening), build reporting, assemble it all into a global strategy, and respect the legal framework (image rights, partnerships, GDPR).

Success criteria

A clear strategic framework: SMART objectives, defined audience, 1 to 3 relevant networks, pro accounts.
A polished presence (optimised profiles, editorial line, consistent visuals) and mastery of the chosen platforms.
Structured community management: calendar, engagement, comment/crisis management, charter.
A growth approach (shareable content, influence/UGC, advertising, conversion) and management (KPIs, monitoring, reporting, global strategy), respecting the legal framework.