To address these challenges, we first did the relevant research and benchmarking. We then worked with the Goody team to create a digital personality for Goody that helped to ‘humanize’ the company and was aligned with its values (i.e., family spirit, transparency, true ownership and passion to excel). We also specified a theme for each of the social media platforms Goody Corporate uses, which was not only aligned with the company’s digital personality but also took into consideration the nature of the platforms themselves. We then identified and prioritized social media goals for the company. Through this process, we managed to build a strategy that fulfilled these goals and allowed us to effectively and continuously engage with both internal and external stakeholders.