Business has passed the exploratory stage of social media adoption where the focus was on trying to determine how best to use the social media platforms within an organisational context. The need is now for effective business strategies to support the use of social media with internal processes to manage the day-to-day operations of social media. This shift in thinking has forced businesses to focus more critically on their social media strategies. The knowledge gap identified in academic literature is the limited amount of research conducted on social media strategies to support the effective use of social media technologies in organisations. This paper reports on research in progress that aims to fill this gap. Due to the emergent nature of the social media strategy phenomenon, the grounded theory method (GTM) is used with the aim of developing a substantive theory that will help increase our understanding of this particular phenomenon.