If you’re not a member of our society’s younger generation, you didn’t grow up with social media at the tip of your fingers. In today’s world, social media is more than just a way to connect with friends and family. Social media is also an avenue for consumers to connect with businesses and industry leaders.

If you’re an entrepreneur who isn’t utilizing social media as part of your business strategy, you could be missing out. Nearly 70% of all Americans are active on at least one social media site, meaning it’s a great way to connect with your audience on a level that differs from traditional marketing and advertising.

Depending on your audience, there are a variety of options for putting your best foot forward online.

Consistent Content Creation

To make the most of social media, you should be consistently active online. Whether promoting your brand online or just creating a strong personal presence for yourself as an entrepreneur, you don’t want to go too long without social media activity.

One of the best ways to solidify you (and your brand) as a thought leader in your industry is by producing blogs regularly. The blogs can either be posted on your professional website, or a platform like Medium or Quora.

Engage Your Audience

More than ever, people are turning to social media when they have a question or comment about a brand or service. If someone addresses your brand online, it is best that you answer promptly and professionally to show your audience that you care about their opinions and feedback.

Similarly, you should aim to start conversations with your audience. Ask a question relevant to your industry, or share an interesting article and ask for opinions. Over time, you may even find that you’ve cultivated an online community around your brand who find value in the content and conversations taking place online.

Advertising and Promotion

Billboards and radio ads are still relevant, but social media opens new doors for promoting yourself and your business. By advertising on social media, you can increase your reach to the most relevant audiences, therefore increasing brand recognition.

It is important to note that across all social media platforms, posts that include photos and short videos tend to receive more engagement than plain text.

With so many social media profiles, you have many options to suit your target demographic. Some of the most common are Facebook, Twitter, Instagram, LinkedIn and Google +. Focus your time and attention to whichever profiles best suit your needs, as well as the needs of your business.