This week is National Small Business Week where small business leaders come together to grow and learn from their peers and other experts in their respected fields. Most small business owners are running things on their own, including social media. Now is the time for your business to take advantage of the value social media can add. Social media isn’t about a number of followers but the opportunity to engage with those most important to your brand.

In honor of this week, we wanted to dive into five social media tips for small businesses.

1. Find your customers on social media

That’s right. Your customers are on social media whether you are or not. In fact in the United States, there are 230 million monthly active social media users. And chances are they are discussing your company on different platforms (probably Twitter). So take advantage of the open communication space and engage and listen to feedback. Your customers will be more likely to return if you do.

2. Pick your social media channels

Are you trying to determine what social media channels work best for your business? It can be a daunting task but don’t feel like you have to be on every channel. Find the ones that are best for you and your business. If you are a brand maybe Instagram should be your channel of choice. This is where you can showcase your content with rich images. Whatever you choose, focus on consistency and quality.

3. Don’t be afraid to engage

Like I mentioned above, your customers are on social media and could very well be discussing your products or business. Whether positive or negative, take the opportunities to speak with your customers and ask for feedback on why they like or dislike a particular item. Comment on your audience’s content to show them you are actively engaged. You may be asking do Facebook reviews actually matter? Turns out they do! Facebook influences 52 percent of consumers’ online and offline purchases — and the number continues to grow. Encourage reviews but be sure to review then and engage back!

4. Utilize video

Video content is the driving force behind social media now. Views of branded video content have increased 99 percent on YouTube and 258 percent on Facebook between 2016 and 2017. So your social media strategy has to include a game plan for native video and live video. Live video is more engaging, allowing users to interact with you in real-time, via a question-and-answer session, for instance. While you may not feel comfortable going live at the beginning, practicing filming yourself and then using that as native content on you social media channels is a great way to start. You will be ready to go live in no time!

5. Be creative but be human

Creativity is key when it comes to developing quality content but make sure there is a human aspect. Social media has shifted where audiences are more likely to engage and be return customers with brands and businesses that provide a personal touch and focus on humanizing their content. This is another area where video can play a major role. Give your audience behind-the-scenes access to you and your business to encourage customer retention and brand loyalty.

Don’t be afraid to jump right in! The best way to learn social media is to just start.