In order to reach your target market, you need to find out where they are and how to grab their attention. For most of today’s younger set, the best place to find them (and connect) is on social media networks.

If, however, your company is rooted in old-school thinking when it comes to more traditional marketing efforts – think print and television – you are limiting your reach. There is an undeniable need to think outside of your conventional marketing box to remain relevant and become more successful.

Social media branding can help you engage and connect with more socially influential consumers. Therefore, it’s imperative to know how to go about it properly.

Here are five tips to improve your social media brand presence.

1. Make a Plan

   Before you blindly jump on the Facebook and Twitter bandwagon, develop an effective social media marketing strategy. Begin by doing research on which platforms your target market frequents.

   For example, if your company is reaching out to female consumers, Pinterest may be the place where you want to concentrate your efforts. Once you hone in on the where, consider the how: How often to you plan to post social media content? What kind of content will be most relevant and helpful? How will you address customer-service questions? Will you need to hire an outside agency to handle your campaign, or can you tackle it in-house? Make sure you address all these questions and come up with a solid strategy before you dive on in.

2. Create Sharable Content

   The beauty of social media is the power it gives to the consumer. So, ensure that power is wielded to your company’s advantage by providing compelling and sharable content that has a potential to go viral. If just one follower enjoys your content and shares it with their social media circle, you’ve just reached hundreds of potential customers with ease.

   For example, Cermacor, a company that sells ceramic cookware, has an effective Twitter campaign in which it tweets unique recipes, as well as sales offers to its followers. This is a great way to connect with foodie consumers looking for quick and simple meal ideas and to get out the word about upcoming sales and special offers. In addition to Twitter, which is great for sharing tidbits and photos, consider online video platforms. YouTube and Instagram are great platforms for content-sharing videos that have the potential for going viral.

3. Stay Fresh and Relevant

   Things move and change quickly in the world of social media. It’s important to stay on top of trends that could affect your social media marketing strategy. Stay on top of what your audience is talking about and be sure to tie it in with your brand.

   You can do this by researching popular hashtags on the social media sites. However, this tactic can quickly turn bad if you try to apply every new trend to your brand. Bottom line: stay true to your story. If the newest trending topic doesn’t easily relate to your brand, wait to capitalize on the next one that is more true to your company.

4. Go Mobile

   These days, almost everyone has a smartphone which they use throughout the day. According to Nielsen research, “Smartphones are beginning to transform how we engage in our everyday lives… Not only is smartphone penetration growing, with over two-thirds (67%) of mobile subscribers in the U.S. owning smartphones in Q4 2013, but consumer usage of phones is rapidly shifting toward increased screen time with entertainment and social media.”

   As NY Daily News reports, “Perhaps the most startling statistic is that currently, 1.3 million Android devices are activated every day — that means that every 24 hours, more than four times as many new smartphones and tablets are set up than babies (300,000 a day) are born. And once the devices are activated, they are checked on average 150 times a day — once every 6.5 minutes. Use is focused on apps, of course, some 127 minutes a day but surfing the web via a browser also accounts for just over an hour’s use every day.”

   Therefore, it’s imperative that your social media content is optimized for viewing on mobile devices. Your content should be easy to navigate and view, as well as easy to share. Take the time to ensure that your content works across all devices. You can reach social media fans, both, at home and on the go.

5. Involve Prominent Bloggers

   When it comes to social media clout and authority, industry bloggers have the market cornered. Your social strategy should include making relevant and meaningful connections with influential bloggers that align with your brand. For example, if you own a toy company, popular mommy bloggers can help spread the word about your latest product. Bloggers can also help you promote (for a fee or trade) any contests or giveaways you may have. In fact, contests are a great way to gain all-important exposure.

Social media branding can help you better engage with younger consumers and connect to a larger audience. By coming up with an effective plan, you can make those connections with ease and see your profits rise right along with your number of followers.

This article has been edited and condensed.

Savannah Flynn is a public relations specialist for WebpageFX, a full-service Internet marketing, web design and web development agency offering integrated web solutions for medium to large sized businesses across the globe. She has a passion for online marketing and PR.

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