It’s nearly 2017, there’s an app for seemingly everything, and the number of social media platforms developed today is way beyond anyone’s expectation. It’s rare to come across a company or small business without a presence on social media. Yet, many of these companies are not utilizing social media correctly or as strategically as they could be. Because of this, I have compiled 5 key ideas that have proven to be vital to the success of social media marketing.

1. Identify Business Goals and Establish Objectives

One of the most important aspects of any Marketing campaign, especially social media marketing, is to first identify the goals of the specific campaign. Before you move forward with content creation and sharing,it is vital that you know what you are working towards; the reason you decided to create social media presence in the first place. In this way, all content, posts, promotions, contests, etc. will be built with the end goal in mind and will reflect the business mission and vision. In addition to identifying the goals of your social media marketing efforts,establishing specific objectives comes hand in hand. These objectives should ultimately measure the success of your campaign. Additionally, objectives will be evidence to whether results are consistent with the campaign’s original goals. Objectives should be specific, measurable, achievable, relevant, and time-bound (SMART). By both identifying goals and establishing objectives, your social media marketing will be more focused and effective from the start.

2. Know your Customers

Another key to successful social media marketing is knowing your audience. In most cases, this audience is your customers. It is important to know who you are trying to reach through social media. In order to sufficiently know your audience, creating a customer persona is an effective strategy. Identify the age, income, interests, habits, likes, dislikes, motivations, and any other distinguishable features of your target within your customer persona. Essentially, you want to identify the right person, place, and time for sharing social media content and establishing presence.

Once you know your customer well, it will be easier to post relevant content that is both more effective and more engaging. Knowing your audience also allows you to choose the best social media tactics and platforms to focus on. The place you want to be is where your customers are.

3. Develop a Brand Voice

Social media allows users to craft voice and identity for themselves online. In turn, brands can better create and display their unique personalities. The type of content one posts, frequency of posts,and tone of posts or messages all contribute to creating this brand voice. To best develop brand voice, consistency is key. Consistency across various social media platforms as well as within different posts or types of content is extremely important. By remaining consistent and streamlining various social media platforms,companies can develop a more well-known, central brand voice online.

4. Measure Results

Measuring social media results involves first knowing your established goals and objectives. The results or metrics you observe and then measure should reflect these. For example, if the main goal of a social media campaign is to acquire new customers, considering the actions of current customers would not be the best indicator. Measuring results often calls for monitoring social media accounts on a daily basis, listening closely to new and old customers, and quantifying various types of social media engagement. This will provide a helpful break-down of what is working and what is not working. Based on results, make changes and improvements where necessary.

5. Adapt

The social media world is constantly evolving and improving. Change is frequent and new platforms, new content-creation mechanisms, and new ways to share information are created everyday. It is vitally important for any social media marketer to be aware of these changes and take advantage of them.

No social media strategy is ever set in stone. Marketers must be fully willing to adapt and develop flexible strategies if it means better results, remaining current, or taking a step closer to achieving their goals.

Want to learn more about social media marketing and make the most of your presence online? Check out more related blog posts.

Trisha Benson is a junior studying Marketing and Management & Human Resources at the University of Wisconsin-Madison. You can connect with her on LinkedIn or follow her on Instagram @trisha_benson.