social media usage survey by Washington, D.C.-based Pew Research Center found that social media usage has grown to 65% of adults in 2015. Social media includes such platforms as Facebook, Twitter, Instagram, Pinterest and LinkedIn. Interesting about the study was the fact that usage among seniors has tripled to 35% between 2002-2015 and women are more likely (68%) to use social media than men (62%).

You may use social media personally. If you have not thought about connecting with your customers via social media, you may be leaving potential business on the table, and missing opportunities to promote your brand and increase your customer base.

Create your social media plan

Connecting with your customers through the various social media platforms starts with a plan or strategy. This plan, at a minimum, sets forth the goals you have for reaching your customers on social media. It should also take a critical look at the way you currently use social media and outline a strategy for the type of content that will most appeal to your customer base.

Implementing your social media plan

Once you establish a plan for your business, it is important to not only implement the plan but also create a process for measuring its progress through the use of analytics. The social media tools available for your business provides you with a way to track the number of unique visitors versus those repeat customers and give you insight on the parts of your social media content that is appealing and attracting customer attention. Analytics are important because they provide you with a way to make necessary course changes, as they arise, in order to maintain relevancy and meet the goals you set for your social media strategy.

It is important to understand how best to make social media work for your business. Enlisting the aid of an expert in this area may provide you with a useful template for success and a way to employ those best practices that can help you grow your business and increase your customer loyalty through social media.