Written for EO by Danielle Canstello, a member of the content marketing team at Pyramid Analytics.

Social media is an ideal way to engage with customers and potential customers, and drive people to your business site.

But that doesn’t make it simple. There are plenty of potential potholes in social media marketing. Maybe your Facebook page is popular, but your Instagram account isn’t. Perhaps you’ve noticed that your competitors have been amassing followers at a higher rate than you.

Don’t despair! Follow these guidelines to improve your social media marketing efforts.