Social media might not seem vital, but research reveals that clients expect to engage with your business online. A study by Demi and Cooper Advertising and DC Interactive Group reveals that one-third of respondents use social media sites for health-related matters, and 41% say social media influences their choice of healthcare provider. The research is clear: Social media can help you promote your business, and if you’re not using it, you risk losing out to competitors that are. Here’s a brief guide to getting started on two of the most popular social networks, Facebook and Twitter.

Facebook vs. Twitter

The first step in running a successful social media campaign is to understand the differences between Facebook and Twitter.

Facebook

Facebook is the world’s most popular social network, with 1.79 billion monthly active users as of September 2016. It allows you to create a Page to share updates, content and links with your target audience. Your audience can react to your posts using likes, shares and comments, and they can send private messages to request information about your business. Facebook is best for businesses that plan to post short- or long-form content once or twice per week.

Twitter

Twitter has 313 million monthly active users as of June 2016. It allows you to publish (tweet) short, 140-character messages and share (retweet) other users’ tweets with your network of followers. Your audience can react to your posts using retweets and likes, and they can send direct messages to request information about your business. Twitter is best for businesses that plan to post short-form content multiple times a week.

Facebook and Twitter have different demographics. Careful consideration of your objectives and target audience will help you decide on the best social network(s) for your business.

Best Practices for Social Media Marketing

Once you’ve learned which networks are best for your business, follow these best practices for social media marketing success.

Choose a Consistent Username

Choose a username that incorporates your business name and makes it easy for clients to find you. If you plan to use multiple social networks, be sure to keep your username consistent.

Create a Strong Profile

Upload a profile picture to help people recognize your business. You might choose to use your business’s logo or a photo of yourself. You should also add an overview of your business, a geographical location and a link to your website.

Promote Your Social Media Profiles

Integrate your social media profiles into your existing marketing strategies. Be sure to include your profile urls in your letterheads, on your business cards and website, and in your advertisements and email signature.

Schedule Your Posts

Keep to a regular schedule of posting, monitoring and responding. Aim to post on Facebook at least twice per week and on Twitter at least once per day. If you don’t have time, consider outsourcing your social media management.

Keep Your Content Relevant

Post content that’s relevant to your business and attractive to your audience. Images, in particular, tend to generate the most likes, shares and comments.

Use a Consistent Voice

If you plan to be active across multiple social networks, use a consistent voice. Avoid sales pitches, and focus primarily on helping and engaging with your audience.

Be Responsive

Encourage your audience to share your content and provide feedback. Listen and respond to comments, and deal with negative reviews or complaints promptly.

Measure Your Progress

Be sure to develop a social media strategy and measure your progress against your objectives. Use Twitter Analytics and Facebook’s Page Insights to help you measure and improve your engagement.

Running a successful social media campaign takes time, effort and money. Keep in mind that by outsourcing your social media management, you can save money and free up more time to focus on running your business.