Marketing communication practitioners lack a guideline for implementing social mediastrategically. In the light of this, the authors of this article explored the strategic implementationof social media within a marketing communication context. A grounded theory process was firstlyfollowed in order to compile a list of social media messaging categories. This list was then pairedwith the disciplines of the marketing communication mix, based on their inherent similarities. Todemonstrate the practical relevance of the pairings thereafter, the authors followed a process ofaction research as a way of analysing an organisation’s existing social media messaging plan, referencing the strategic considerations that the pairing process inferred. By doing so, the authorsestablished that the pairing and action research process explored could be used as a strategicguideline for social media managers to improve the degree to which an organisation’s socialmedia messaging is conducive to the reaching of specific marketing communication objectives.