Social media can have a direct impact on business sales and profits when used effectively. The type of content shared affects success, as 41% of people unfollow brands that post irrelevant information. To maximize engagement and results, companies should create a content strategy and calendar tailored to each social platform and target audience. The strategy should include goals, metrics, audience insights and a mix of compelling visuals, ideas, hashtags and posts at a frequency of at least twice per week.