Staying strong with a number of social media platforms can be a daunting task — especially if you’re utilizing a ton of them and stretching your efforts thin. Because of the necessary presence in the digital space, businesses have turned up the heat when developing their identity, and building a following. But that’s not all social is. No, being strong on social media is much more than having a ton of likes and followers (though, those do help). In order to remain a top dog in the social category, there are a number of practices to follow, and things to look out for.

Cater to Everyone. It’s important to develop a specific brand voice, but it’s a challenge to learn how everyone wishes to be spoken to. With community management being a huge factor, you’ll need to be able to make sure all of your inquiries are handled appropriately and in a way that your consumers understand.

Focus on REAL Metrics. Look, we know likes and followers are cool — but if they’re not converting on your site or referencing others to join you, what’s the point of an intangible number? Focus on the metrics that matter — click through rates, conversion percentages, and feedback based on your content and approach to social. A Facebook Ads campaign is a great place to start.

Radiate Relevancy. Posting memes and funny quotes might be a good thing to do for reactions from your audience, but it’s not going to keep you up to date. Instead, figure out how you can spin the hottest trend into something that makes sense for your business. After all, you’re creating for a purpose, not just to throw something to the wall and hope that it sticks.

Don’t focus on too much. Just because there are a dozen social media outlets, doesn’t mean you should be investing all of your time into them. Stick with the ones that help your business, and expand your knowledge as well.

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