Social media changes frequently, so businesses who market through social media have to change with it. Sometimes it’s difficult to keep up with the current trends, the latest rules or the local and state laws. This is why you should reevaluate your social media marketing plan every two to three months.

Does that sound too frequent? It’s not. Remember, technology moves fast, and social media is rooted in technology. A popular platform may not stay popular. If you’ve poured all of your hopes into that one platform, you may find yourself wasting money and your business hurting.

How do you reevaluate your social media marketing?

Make Sure Your Marketing Campaign Is Still Effective

Are you running ads? Check the statistics and find out how successful they are. Learn to read digital metrics. It’s easy to put this in the hands of someone else, but you should still have a basic understanding of what you’re looking for.

Has engagement dropped? Find out why. Perhaps it’s the demographic you’re targeting, the keywords you’re using or the ad itself. If your ad is based off of a current pop culture trend, you need to make sure that a new trend hasn’t come along to overshadow that one. If it has, it’s time to create another ad.

Go Where Your Demographic Is

Don’t assume everyone is on Facebook. While it is the largest social media website in the world, it may not be where you’ll find most of your demographic. It’s true that nearly every demographic is represented on Facebook, but there are other social media platforms that can prove to be just as effective for marketing purposes.

Have you tried Instagram, Snapchat or Twitter? People often engage with businesses on Twitter because they know that they’ll receive a direct response. This is invaluable for customer retention and brand loyalty.

If you’re not on any of these platforms, consider joining, provided that it’s right for your business strategy.

Don’t Just Stick to the Basics

There are dozens of ways to effectively market that have nothing to do with running ad campaigns. Facebook pages help with engagement and exposure. Instagram hashtags can go viral. One slight change can make all the difference.