The strategic use of social media has increased in importance. However, there is a lack of theory to design and evaluate social media strategies. In a competitive environment, airlines need to excel on service, customer satisfaction and marketing. Social media could support those areas of business. This paper comprises the results of both a systematic literature review and case studies at European airlines. The literature study was based on 85 academic articles, regarding the prevalent approaches to social media strategies. The case studies were conducted within three North-western-European airlines in Germany, France and the Netherlands. As a result, a new conceptual framework and tool for creating social media strategies is created. Engagement, Evaluation and Enabling are its main concepts. The new theoretical framework is more complete and was derived from existing literature and case studies. The 3E Social Media Strategy Canvas can serve both as a decision-making tool and as a theoretical framework for comparison.