While many companies have taken the plunge into social media, there are still a number of businesses that have yet to try it. When done right, creating a social media presence for your business or brand can give you the support you need to reach your target audience, in addition to creating truly meaningful relationships with customers and prospects.

But, where do you begin? In the crazy, fast-paced, digital age we live in, it may seem overwhelming and daunting to sift through the various, popular social media platforms, not to mention develop a strategy. We’ve come up with a few things to keep in mind when deciding to launch into social media.

You don’t need to be everywhere: Many marketers fall into the common trap of thinking that jumping on-board the social media bandwagon means being active on all platforms. Wrong-o! Although there is no one strategy for every business, always think “quality over quantity”. Ask yourself “what channels are my target audiences using?” While everyone and their mother is on Facebook, it may not be right for you. Consider your target audiences’ demographics: age, gender, location, occupation, (not to mention the availability of content) to determine which platforms you should be utilizing.

Understand that content is everything: Speaking of content, whether you are creating your own content or curating it from relevant publications, it becomes the face of your social media platforms and brand. With that in mind, it’s crucial to be sharing relevant, intelligent, and accurate information. Creating killer content also takes time (and usually a decent budget). Adding images, GIFS, questions, and Call-to-Actions can help set your content apart from the rest in a crowded news feed.

Have a strategy: This may sound like a no-brainer, but you must make sure you are taking the time to create a strategic plan before participating. Your brand is better off with no social media presence than one that is poorly planned and misrepresents you. Determine the types of content you want to share, when you want to share it, and which platforms will be best for you. Create teams whose responsibility it is to ensure your presence is active and consistent. Seek external partners for guidance, training and support.

Most importantly? Relax! Take it slow and use these tips to think about the best approach for you. Be picky, play around with your content, test out different strategies and always keep your audience in mind!