Long ago, in an era many have forgotten, social media was a mere twinkle in the minds of a few computer geniuses. It was a peaceful time. Now, social is a ubiquitous part of our lives and, for some of us, our jobs. Comments, likes, and shares are just the tip of the iceberg and, for some of our clients (before enlisting our talented team), social media marketing was either overcomplicated or oversimplified. But we found that fine line between the two and are walking it with them. How? Read on for a few of our insights.

Tap into the expertise of a social media maven and digital devotee. You may think just anyone can go social because, really, who hasn’t used LinkedIn or Facebook? But there is a science to it. And it starts with a strategy; a summary of everything you plan to do and hope to achieve on social media. Who do you want to talk to? What do you want them to feel? What is your ultimate goal? How do you know whether you’re succeeding or failing? The more specific your plan is, the more effective it will be. But keep it concise and don’t make it so lofty that it’s unattainable or impossible to measure.

Create a calendar. Your social media content calendar lists the dates and times you’ll publish posts and the types of content on each channel. It’s the perfect place to plan your social media activities—from content topics and images to blog posts and videos. It includes both your day-to-day posting and content for social media campaigns. Your calendar also ensures your posts are spaced out and published at the best times. It’s the organization you need to stay on track with your strategy.

Develop inspired, impactful content. Start with researching your audience, their likes/dislikes, how they speak, and what tone they respond best to. Be aware of any regulatory guidance you need to follow and ensure your creative is in adherence while still being creative. Use inspiring imagery to grab attention. Tailor content to match your platform and consider whether a single, static image, a carousel, a video post, polling, or animation would have the most impact. It’s kind of a lot, right? That’s why having an entire creative department that’s crazy creative can be a game changer.