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Business Insider estimates that Americans spend more of their time on social media than any other online activity, including email. Because of this user engagement, using social media to promote your business can be one of the lowest cost channels in your marketing toolbox, but realizing business benefit demands that you have a plan. Here are the key steps to take in devising an impactful social media strategy:

Know who you want to reach

There’s no shortage of social media channels you can use to connect with your audience, including Facebook, Twitter, Instagram, Pinterest, LinkedIn, Snapchat, Vine, Tumblr and YouTube. However, not all of your target audience will be active on all of these channels, and not all messages are effective on them. For example, Sendible reports that Pinterest’s audience tends to skew heavily female, while Tumblr users are primarily under age 25…

Creating a Winning Social Media Marketing Strategy [Infographic]