What Are the Most Important Factors to Consider When Planning Social Media Strategy Today?

May 18, 2026

Ask the Expert with McKenzie Davis, Digital Media Manager, Stamp Idea Group

McKenzie Davis works closely with Baptist Health Central Alabama to share stories of people caring for people. She makes sure these stories show up where the health system’s audience is most likely to be on social media.

// By Jane Weber Brubaker //

Like everything digital, social media is ever-changing — more platforms, changes to existing platforms, algorithms, reels, ads. The key is understanding who your audience is and what they are most likely to engage with.

“Just because the platform exists and it’s really popular does not mean we have to have a voice there. You really have to choose what is best for the brand and where we’re going to reach our audience,” says social media expert McKenzie Davis.

We sat down with Davis to talk about her approach to content and social media strategy related to Baptist Health, a large health system in Alabama.

Read on to hear her take on how social media has changed, why and where it makes sense to invest in paid advertising on social media, and which platforms to choose. Wait till the end for a heart-warming story about how Baptist Health transformed an important day in the life of one family.

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