Being on social media just because “everyone else is doing it”, is not a good reason. It is important to set goals that are achievable and specific. Specific goals should be defined so you can have an end game of what you want to accomplish. Also, you want to make sure that your goals are measurable. Digital marketing experts can help with reports that show you user engagements like likes, follows, reviews, etc. Keep your goals realistic to your business so that they can be achieved. Relevancy is important to your social media campaigns to stay on track and not confuse your audience. Although, we all love cat videos, unless you are a veterinarian, you should probably stick to niche relevant topics and posts. With each campaign, have a time table to track progress and check on the measurables to make sure you are heading in a direction that meets your goals.