An effective social strategy is adaptable, photo-centric—and focused on the channels that matter to your clients Social media strategy. For many small retailers, this phrase inspires anxiety. But creating a blueprint for how and when to engage with your consumers on social media is actually a low-stakes—and potentially high-reward—proposition. How so? Social media welcomes experimentation, and even failure. If your Instagram campaign doesn’t get any engagement, you can scrap it over breakfast and have a new and improved one ready to debut by lunch. If the video series you splurged on doesn’t make a big splash, you might try a do-it-yourself effort next time that’s ultimately more effective. A good social media strategy is forever changing—adapting to market conditions, shifts in engagement and consumer shopping behaviors, and in-store initiatives, among other factors.