How to use the SOSTAC Model

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The SOSTAC® Model was first developed by P.R. Smith in the 1990s, and then later written in his book Strategic Marketing Communications (2004).

SOSTAC® – An acronym standing for ‘Situational Analysis, Objectives, Strategy, Tactics, Action and Control’. The model is very useful when analysing the current Social Media use of a company or charity and also enables the planning for a Social Media Campaign.

Situational Analysis

The Situational Analysis part of the SOSTAC® Model when looking at completing a SOSTAC® Model for a Social Media Campaign, looks at the current use of Social Media by the company/charity/individual and also analyses the current use of Social Media of competitors.

Situational Analysis includes using many models including:

  • SWOT Analysis
  • Competitor Analysis
  • Current Target Audience / Customers
  • Digital Channels Landscape


The Objectives part of the SOSTAC® Model looks at the objectives of the Social Media Campaign you are creating, to be able to check that the Objective is suitable it is recommended that the objective is SMART (Specific, Measurable, Achievable, Realistic, and Time-bound)


Strategy looks at how you plan to meet the objectives set for the Digital Marketing Campaign, and looks at the following:

  • Reach
  • Acquisition
  • Conversion
  • Engagement

In summary this is the RACE Model created by Dave Chaffey – this is a great link to help you with the strategy side!


Tactics looks at the specific digital tools which will be used to meet the objectives of the Digital Marketing campaign. Tactics can include using the following digital tools:

  • Search Engine Optimisation (SEO)
  • Pay-Per Click (PPC)
  • Affiliate Marketing
  • Email Marketing
  • Social Media Marketing
  • Content Marketing


The Action part of the SOSTAC® Model looks at how you are going to bring the plan to life, the action part also looks at what needs to be achieved for each of the tactics listed in the SOSTAC plan.


The final part of the SOSTAC® Model looks at how you are going to monitor and measure your performance in order to see if you achieve the objectives you have set.

To find out more information about the SOSTAC® Model and P.R. Smith please visit –

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