Social Media is a complex and powerful medium. It’s now a sophisticated and fragmented tool that can seem intimidating. But it always circles back to core questions a brand must ask itself:

Who is your target audience based on demographic, psychographic and attitudinal variables?

What are their media consumption habits?

What is the connection between your target audience and your brand offering?

What is your brand personality, how should it behave on social media?

What purpose does your brand have in the content space?

Think of your brand as a person, with values and attitudes. What kind of personality does your brand have and how is it expressed through its marketing communications?

The use of content across social media channels is probably the most effective use of budget that can make or break a brand. Use it correctly – save yourself time and money, and reap the rewards.

Read more: The pros and cons of social media and branded content.