Social media oftentimes feels like a multi-headed monster. It constantly expands, platforms change the look or functionality of interfaces, add options and expect users to adapt as well. You may ask yourself how anyone runs a successful social media campaign without hours of work. However, there are tricks and formulas your business can follow that aren’t a time suck or cost your business an arm and a leg. Here are four tips on how an effective social media campaign works.

Business Goals, Social Media Goals

A successful social media campaign starts with the connection of your businesses goals with those of social media. Brand awareness, word of mouth, and sales can be boiled down into social media lingo and results. For example, social media promotes brand awareness by the expanding your reach through retweets and shares, which are similar to word-of-mouth advertising. This boosts your conversion rates from online traffic to sales.

Content Strategy

Content is the key of social media. Shareable material travels and gets far more attention than static material. Of course, what shareable content is varies between platforms. Facebook-shared links, specifically videos, garner higher shares and likes, while posted images increase retweets by 150 percent on Twitter. Since there is little room for shareable links on Instagram, your business must decide on an aesthetic. Consumers buy products they see themselves in, or at least the people they want to be. Identify your target demographic and match this aesthetic. For instance, REI posts beautiful pictures of mountains, lakes and people enjoying the outdoors, which encourages them to buy its products and get outside themselves. Another example is Ketel One Vodka which maintains an image of sophistication and good times.

Content Calendars

The social media platforms are just the surface of the process. Many complimentary programs and online social media planners have cropped up in the wake of social media popularity. Sites like Hootsuite, Buffer and Sprout Social, are all legitimate and helpful tools so you don’t spend hours on updates and social media shares. These programs support smart posting schedules. Take one day each week and load the calendar with content to be posted in the future. Enter dates and times in accordance with the busiest times for your target audience, as these services provide a breakdown of when you get the most interactions, retweets, shares and likes.

Theory Into Practice

Once you know what kind of content resonates with your target demographic you must decide how often you post. This may differ depending on the platform. Twitter, for instance, demands more posts per day, than Facebook and Instagram. Between three to six tweets a day is preferable, while Facebook and Instagram is best utilized only once or twice a day. Next find or create great content. Social media is a community, and like any community, people want to see you are involved in it in a larger way than self promotion. Share content that isn’t your own so users see you are concerned about more than profit alone. Once you have this, fill your social media calendar at the start of each week and interact with people as often or seldom as you’d like.