For some business owners, the term social media might just cause a visceral reaction.

You’ve been told you have to do it, or you’re doing it wrong. Or you’ve spent the time and energy on it only to look back and wonder if it was all worth it.

The truth is, we live in a digital world, and having a crafted social media strategy is essential for businesses of all sizes. As a small business owner or as a player on your company’s marketing team, understanding how to build effective social media strategies can significantly impact your online presence, customer engagement, and overall success.

Why does it matter? Social media is a window to connect with your target audience, share valuable content, and provide excellent customer service. Additionally, it can drive traffic to your website and generate leads, all of which contribute to your overall success. Developing the plan is important, but then understanding the success metrics is what will help you see it through.

Here are some key components of a successful social media strategy.

Define your social media goals. Start by identifying your business objectives. Do you want to increase brand awareness, drive website traffic, or boost sales? And please don’t suggest “all of the above.” Be deliberate with what you want to achieve, if you set your objectives too broad, you are sure to be disappointed.

Know your audience. Understanding your target audience is essential. Research their interests, preferences, and behaviors on social networks. If you have a customer database established, take the time to see what information you can cultivate from it. If the database is large enough, and when the investment is worth it, you can also use that data to create customer profiles with third-party resources. Knowing more about who they are and specifically what they like will help you tailor your content to their needs and preferences.

Choose the right social media channels. Not all social networks are created equal. Depending on your target audience and type of content, select the platforms that align with your goals. Popular options include Facebook, Instagram, X, LinkedIn, and TikTok. Here, too, choose wisely. You do not need to be on all of them. Aligning is important, but consider which platforms you can be consistent with. Consistency will be a huge component of your ultimate success.

Create engaging content. The type of content you post matters. Whether it’s blog articles, videos, images, or infographics, your content should provide value to your audience. One common mistake here is misunderstanding the difference between having educational content and having entertaining content. You have to have fun with it. Showcase your personality. You can offer educational content—as long as it’s entertaining. This point can be difficult for small business owners, or those who don’t personally enjoy social media, but remember this is a tool for your business, not something you’re doing just for fun.

Consistency is key. Regular posting and engagement with your audience are essential for building a strong social media presence. Develop a content calendar to stay organized and be reasonable. If you cannot stick to a consistent plan, perhaps you need to dial back the platforms or bring in more outside support. Even the best, most entertaining accounts are not successful without consistency.

Track the performance of your social media efforts. Use analytics tools to measure engagement like taps, shares, and follower growth. The native platforms offer plenty of tools to monitor the accounts, and as you evolve into multiple channels, consider adding third-party reporting tools, which can help you more easily see trends across platforms. Be ready to adjust your strategy based on the data.

Interact with your audience. Social media is a two-way street. Respond to comments, messages, and feedback promptly. If you’re only pushing out content and never engaging, it’s really not being social. This can be a challenge for business representatives who don’t personally prefer social, but again, it’s not for you—it’s for your business. Building a community around your brand is a long-term strategy, and it’s worth the effort.

Collaborate and network. Partner with influencers or other businesses in your industry to expand your reach and gain credibility. For example, next time you go to tag someone on Instagram, add them as a collaborator instead to reach both of your audiences. Play around with different types of collaborators. Find which other accounts/industries are interested in your collaborations and which ones are interesting to your followers.

Adapt and evolve. Social media is ever-changing. Stay updated with the latest trends and adapt your strategy as needed. To keep updated, read blogs from industry professionals and consume content regularly on the platforms you are posting on.

Finally, don’t forget to have some fun building out your plans. Social media is supposed to be … you know, social. And as much as you want to focus on the formula behind it, the implementation often gets taken too seriously. When done right, your next well-crafted social media plan can increase brand awareness, generate leads, or boost sales. And you can have fun doing it.

Tony Baird is co-founder and chief strategist at Spokane-based marketing agency The Woodshop.