CMOs: Ask These 5 Questions of Your Social Media Team Before the Annual Planning Process Begins

The annual planning process is upon us. As marketing teams set the stage for 2026, one thing is clear: CMOs who involve their social media teams early will gain a competitive edge.

Too often, social media is treated as a last-mile execution channel — “We’ll build the campaign, and the social team can post it.” But social isn’t just content. It’s the richest source of customer truth you have, and it belongs at the table from Day 1 of planning.

Here’s why, and the five questions you should be asking your social team before the annual planning process gets underway.

The Value of Social Insights in the Annual Planning Process

Social teams spend their days immersed in every word, image, video, and comment tied to your brand. Unfortunately, the social media team is often reduced to meme makers who chat on the Internet with customers, but it's so much more — they’re translating sentiment, moderating reputation, and spotting opportunities in real time.

They know the difference between playful ribbing and serious critique. They see how sentiment shifts with cultural moments, product launches, or even bad press. They know your advocates by name — and your detractors too.

Yet, during the annual planning process, social media is often left out until execution. That omission is costly. Brands miss the chance to align campaigns with what their customers actually want, expect, and care about.

Consider the companies doing it right:

• Duolingo built a social-first approach that catapulted it to the forefront of language learning, gaining followers, new customers, and cultural relevance.

• Red Lobster emerged from bankruptcy by listening to social feedback, driving menu innovation, and circulating insights throughout the org — all championed by a socially savvy CEO.

These wins didn’t happen by chance. They happened because social insights were embedded into the annual planning process.

5 Essential Questions for CMOs to Ask Social Teams

1. What has been a recurring narrative for our brand over the past year?

   • Why: This reveals the dominant perception of your brand — positive or negative — and how it’s evolving.

2. What mindset or behavior is our audience exhibiting that we should act on?

   • Why: This digs into audience psychology and clarifies the role your brand plays in their lives.

3. What are three dominant themes that have emerged around our brand?

   • Why: Your audience has already linked your brand to certain priorities and values. Encourage honesty here.

4. Has our audience expressed a desire for something specific from us?

   • Why: Social teams often spot easy wins that delight customers and spark profitable engagement.

5. What have our most loyal advocates shared as critiques?

   • Why: Advocates are invested in your brand’s success. Their feedback is more valuable than general noise.

Bonus Question: Vision for 2026

Ask your social team:

This question empowers social professionals to think strategically. It surfaces pressing audience pain points and invites them to envision solutions. In many ways, tomorrow’s CMOs are today’s social media professionals — and this exercise sharpens their problem-solving muscles.

How to Host This Meeting During the Annual Planning Process

To get the most out of this conversation:

• Create a judgment-free zone. Social teams see everything — from praise to harsh criticism. You need their unfiltered read.

• Make it a meeting, not an email. A live conversation allows for nuance, passion, and deeper probing.

• Include every voice. From coordinator to VP, every social team member sees different facets of the audience.

Action Items After the Meeting

Don’t let insights die in the meeting room. Carry them forward:

• Aggregate key insights.

• Request supporting data or soundbites.

• Advocate for social’s seat in the annual planning process.

• Use social intel as a gut-check for new ideas across teams.

Conclusion

The annual planning process is one of the most pivotal times of the year. Bringing your social media team into the fold early ensures that your 2026 strategy is rooted in the true voice of the customer.

Social doesn’t just power campaigns — it drives relevance, efficiency, and profitability across the business. Your audience isn’t a mystery. Their voices are clear, and your social media team holds the keys to understanding them.

It’s time to give them a seat at the planning table.