After guiding companies ranging from startups to Fortune 500s on social media strategies since the early days of social networks back in the early 2000s, one question we’re often asked is around how to build the best social media strategy. And this post touches on 3 tips to ensure you win.

First and foremost, you absolutely cannot think of social media marketing like advertising, and the content you share must be organic and truly connect with people then inspire them to like, comment, and engage in other ways. For example, a polished photo of food that looks like a screenshot from a TV commercial just isn’t going to cut it if you’re a restaurant trying to compete on social media.

Secondly, before any content is created and posts are made, you need to form a real strategy that includes both your short-term and long-term goals. Where do you want to be tomorrow and in 5, 10, 15 years from now?

The third tip for building a social media strategy is to – based on your goals and target markets – find the best ways to connect and engage with potential customers in a natural, organic way. Social media is meant to be exactly that: social.

You are likely reading this post because your company is looking to launch a new social media campaign soon, and hopefully this sheds some light on what to look for in a social media strategy and guides you in the right direction.