It’s no secret that in today’s business environment, having a social media presence is one of the keys to success. As Fortune suggests, not making full use of social media is not just ill-advised; it may also become “a serious business liability”. However, it isn’t enough to simply be present on social media; it needs to be used effectively to see forward momentum. This seems deceptively simple, but having a clear goal and assessing your progress is key to expanding brand awareness. Decide which platforms will best fit your needs and work from there.

Visualize

Decide what you are looking to get out of your business’s social media experience and how best to achieve those goals. This will help narrow your focus regarding which platforms in which to invest your resources. For example, a publishing company may decide to pass over Snapchat completely as there will be little need for live video representation. On the other hand, an upstart downtown bakery decides to use the app to clue potential customers in on daily deal, limited menu items, or pop up locations. A company whose needs are met more by written word may focus their energy on Twitter, sharing updates and engaging interested parties. Pinterest may be the path of choice for a photo based strategy. Regardless of your needs, there is a platform out there that will help maximize exposure.

Meet Expectations

In the digital age, consumers expect a tailored media experience; easy to navigate web pages, mobile friendly layouts, and quick response times. Users now, more than ever, expect information to be readily available 24/7. Not meeting these needs will certainly alienate potential customers. Don’t let this be daunting; allow this to challenge you to continue learning and growing in order to bring something new to the table. Focused content marketing can raise your brand to new levels. Whether it be a skill like image editing or a venture into audio and video, your skills should help you keep up with the ever progressing landscape of social media.

Push the Limits

Don’t just lean on standbys like Twitter, LinkedIn, and Facebook to spread the word. Make old things new again by integrating updated tools. For example, take advantage of live streaming via Facebook in conjunction with other programs such as the BlueJeans onSocial platform; this allows multiple presenters to broadcast their content to many locations in real time! Considering how much time the average user spends on Facebook, this presents an excellent chance to reach a new audience. Also, consider using hash tags and interacting with customers who have interacted with your business via social media. Outreach can be an important part of your strategy. Seeking to make a positive emotional tie with customers is a great way to keep them coming back. Most importantly; be authentic, be human.

Know Your Goals

While its good to have a presence in as many places as makes sense, avoid rehashing the same content over social media platforms. Keep each experience new and fresh; consistent but not identical. Maintain a theme. Find something interesting about your brand and build up from that idea; humor is a good way to get people talking and keep them engaged. Know what it is that you want to convey and find the best ways to deliver that to consumers in ways that will generate return on your social media investment. What are you looking to accomplish? Don’t waste resources where you don’t see results. The S.M.A.R.T method is a good starting point to set goals for what you want to accomplish- goals are specific, measurable, attainable, relevant, and time-bound; a clear guideline for avenues you may choose to pursue.

In summary, social media marketing is an integral facet of advertising your business or brand. It not only keeps you relevant to the consumer, but also ensures you don’t stagnate in the constantly evolving world of competitive business. Keep your content interesting and varied; continue learning new skills and honing those you already have. Know what you expect to achieve from each platform you use. With the above suggestions, you should be well prepared to wield the potential power of social media marketing.