Your social media campaign budget (unless it is unlimited) should take into account a number of things to maximize its potential. The most important factors are as follows.

The first thing to determine is who your target audience actually is. You need to figure out who’s looking you up and figure out their general demographics. Determining where your audience hangs out is important: if people who are wild about your product are all over Twitter, leaning into Facebook might be counterproductive. Finally, there is the question of consumer engagement. Everyone has a multi-platform social media presence. What you need to do is look to where consumers are reaching out to you and interacting.

Laying out your overall marketing strategy is essential at this stage. You want to focus on quality content creation, not get the reputation for just spamming. Smart strategy means customers will want to engage with what you offer, and you won’t get named as “the corporation.” This means platform engagement and activity that humanizes your company, by treating people as people. Ultimately this is going to come down to how you resonate with your audience. That means demonstrating authenticity and a genuine conversational tone. Your social media presence doesn’t have to try to be everyone’s friend and shouldn’t. But typing “tone-deaf companies on social media” in a search engine is more than enough of a lesson in how to completely get social wrong.

The most important thing to remember in finding the best platform in a social media campaign is that social media is not static. New social media platforms are arriving continually, and they are all fighting for eyeballs. In some ways, companies are more stable than social networks. Finding your favorite brand on Facebook last year when you are now on Tik Tok means you’ll want to be there too. So have a plan to continually test new platforms and channels over time. That will keep your customers and fans engaged and raving about your brand.