POST
Updated 2026-08-08
INTRODUCTION
English translation pending.
CORE DEFINITION
POST is a social media strategy framework proposed by Forrester Research with four elements in a fixed order. People identifies the target audience and how they actually use social platforms. Objectives states the business goal, such as brand awareness, conversion, or service. Strategy describes how the relationship with the audience will change. Technology selects the platforms and tools, and it comes last. The sequence is the framework's substance: beginning with technology produces activity disconnected from any goal, which is the common failure in social media programs.
SCAFFOLDING EFFECT
Reduce cognitive load
- Use audience research: establish where the target audience is and how they use social platforms. - Use objective statement: name the business goal in measurable terms before choosing any platform. - Use relationship design: describe how the audience relationship should change, then pick the tools for that.
Anchor fast decisions
New platforms create their own momentum, so organizations adopt them because they are prominent rather than because the audience is there or the goal requires them. Fixing the order of the framework reverses the default: audience and objective come first, which constrains the choice of platform rather than letting it determine the program. Because strategy specifies how the relationship should change, it supplies the criterion for judging whether a channel works. Technology then serves a defined purpose instead of becoming the purpose.
MINIMUM ACTION
In progress 0/1Practice this model in one real situation:
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Source support: Explicit
- en.wikipedia.orghttps://en.wikipedia.org/wiki/Postverified
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