The Master Social Strategy (MSS) is the linchpin for the publisher's social media ecosystem and brings together the research insights to develop a plan that underlines all social outputs for the organisation at a top-line level. This begins with a strategy headliner which indicates why a user should follow a particular publisher. The headliner leads to the activation pillars which form the scaffolding of all creative ideation – giving a framework to each campaign. As the publisher builds their MSS, they will develop their platform strategy, focussing on the platforms that they have the resources to engage with. This forms part of the one-page strategy that brings together the goals, Key Performance Indicators (KPIs), activation pillars, and how the company's products fit within this frame. Finally, we consider hashtag, keyword, and shopping strategies that complete the MSS.