The words “target audience,” “platform” and “engagement” may evoke feelings of curiosity or intimidation for business owners looking to create or improve their social media presence. According to Courtney Wendel-Stevenson, per-course instructor in the communication department and new media specialist for Missouri State University, with the knowledge of a few basic rules, business owners without backgrounds in social media can be successful in creating a social media presence.

Social media tips from Wendel-Stevenson

• Know the business’s goals: “One of the things I would consider if I were a business owner looking to start a social media presence is what the organization’s goals are and whether social media is the right strategy to use in order to help meet that goal. In many cases, social media can enhance larger communication plans.”

• Pick the right platform: Facebook is a good fit for businesses that are targeting a wider audience, while Instagram reaches a younger demographic. Twitter is a great fit for businesses wanting to share real-time news and information

• Post the right content: Post content that matches what users are already sharing on each site, and post content that is engaging and interesting for the audience.

• Choose quality over quantity: “One pitfall that business owners can fall into is over-extending themselves. While I would encourage businesses to look into social media, if they don’t have the resources to support a variety of different platforms, then they should choose one that they can invest in whole-heartedly rather than spreading themselves too thin.”