A business’s social media presence can make or break a brand. Well-timed posts can create lasting audience connections. Creative visuals and copy can change how consumers perceive an organization. That’s the power of social media management.

Over the past few years, we’ve watched businesses like Wendy’s, Duolingo and more earn new fans—and customers—off their innovative brand accounts. This success isn’t random. It’s all a part of a carefully crafted approach to building and maintaining a social media marketing strategy.