Social media is changing faster than the weather this year. And while keeping up may just be impossible, there are a few simple strategies that will keep you fresh and moving forward. Take a look.

Be where they are.

With so many platforms and so little time, your customers are jumping around from niche blogs, to Twitter and then to video sharing. The trick is to not let this overwhelm you and to not let it make you lazy. Turn off your auto-scheduler once in a while and spend some time tailoring your message to that platform and that specific audience. After all, each one is very different and you may be surprised at what you find.

Create a message worth spreading.

There is only one reason social media exists and one thing that makes it special, and that’s content. So before you go posting another cat meme, really ask yourself what stories are happening around your brand that makes your company or products interesting to your audience. What will they want to share? Keep this at the heart of your social media strategy, and you will see results.

Know your role.

Remember, just as social media trends change, so do our roles. Some days you might be there to observe. At other points, to engage. Sometimes you need to start a conversation and the very next day you need to maintain a relationship. The key is, understanding that social media serves a breadth of purposes, it’s wise to take advantage of each and every one.

Social media is and will remain challenging. But don’t fret. Start small. Make lists. Set goals. And you’ll be on your way to a more productive social media strategy.