Many small businesses flock to social media in the hopes of supercharging their digital marketing efforts, but few companies manage to make a lasting impact online. Harnessing the potential of social platforms requires a carefully structured strategy, much like a traditional marketing plan. If you’re ready to boost your business’ prowess on the social web, use the following keys to begin building your social media strategy.

Defining Your Goals

Don’t simply create a social media profile and hope for the best. Instead, set specific goals you’d like to achieve, and then work out how you plan to reach those milestones. It’s better to set measurable goals and link them to a specific timeline, which will help you stay on the right track.

As with any marketing initiative, develop a clear target audience for your social accounts. If you know which audience you’re trying to reach, you’ll better direct your energy on the web. For example, Facebook may be the best platform for reaching a wide, general audience, but LinkedIn is better suited for B2B marketers. Use statistics and consumer research to determine which platforms you should explore. From Instagram to Pinterest, the options are nearly unlimited.

Creating Content for the Web

Once you’ve established where you’re headed, begin crafting content that will help you meet your goals. Brainstorm ideas for blog posts, videos, and images you can share to generate interest. Don’t be afraid to experiment with new ideas and concepts—you never know what could turn viral.

Whether you want to post once a week or twice a month, consistency is important. Your followers will come to expect the same regular interactions, so don’t leave them in the dark while you go on vacation or get busy with other things. If you struggle with this idea, consider creating an editorial calendar to track your progress.

Building Your Presence

Don’t be that sad business with 15 followers and 6 lonely tweets. Once you commit to launching your social media efforts, attack in full force. Be proactive about responding to comments, actively seek out new followers, and monitor activity on a daily basis.

If you aren’t able to commit to updating your accounts on a regular basis, consider partnering with an agency that can manage your profiles for you. As your popularity online grows, your accounts may need several hours worth of your attention each week. If you don’t have the time to personally commit to growing your network, an agency can help you ensure your goals don’t fall to the wayside.

Regardless of which approach you take, don’t be tempted to forego social media altogether. According to statistics from the Social Media Examiner, 95% of businesses active on social platforms in 2014 saw increased exposure for their brand—the numbers don’t lie. Make your social accounts a priority and watch your brand build momentum that could last a lifetime