There’s no doubt about it – social media and search are becoming increasingly intertwined. So adding social media marketing as a search engine optimization strategy is only natural, right? With so many platforms from which to choose, it can be overwhelming to determine which the best for your business needs are. To simplify the process, and increase your chances of success, here are a few things to keep in mind when it comes to adding social media to your arsenal of SEO techniques. And, as a bonus, the interactions you have with your customers will also help you with your online reputation management efforts. Win/win.

Know your audience.

This might sound like Social Media 101, but the importance of this step cannot be stressed enough. When it comes to social media, content drives success; unless you know who you’re speaking to and soliciting engagement from, how can you possibly write meaningful posts/tweets/etc? To maximize the impact of the messages you put out, make sure you are writing in a tone and style that is consistent with your audience. Do they understand you? Can they relate to what you’re saying? Is the information relevant and engaging? If the content isn’t worth sharing, it will never reach its potential.

Understand the platform’s user-base.

What are the demographics of the people using each social media platform? This information will influence the way you build your online marketing campaign. For example, if you have a product or service that is generally used by women, you should consider using sites like Pinterest to expand your audience. Figure out what kinds of messages are most effective (through number of pins, re-pins, comments, site traffic) for that audience and write your content according to what they want to hear. Molding your messages to satisfy users’ wants and expectations is an easy way to achieve your goals.

Be engaging.

Again, this sounds like common sense, but you’d be surprised how many people create social media profiles for their companies and abandon them before they see any of the benefits. Start by asking your audience questions and respond to their comments thoughtfully and in a timely manner. Don’t just reply to the positive comments left by happy customers; make sure you address any questions, concerns, or problems that people might have, too. This will not only strengthen your status as an active member of the online community, but it will help you manage your reputation as a company that genuinely cares about their customers.