If media trends have taught us anything over the past few years, it’s that social media is here to stay. As social media platforms evolve—and as more are developed and introduced—figuring out how to engage your customers with these platforms is more crucial than ever.

But let’s face it: there are a lot of social media platforms to choose from! It’s easy to subscribe to a “more is better” philosophy regarding social media and brand engagement, but the truth is that the quality of your brand’s social media efforts is much more important than the quantity.

So, if you’re not going to use every single social media platform that exists, how do you determine which platforms will provide the biggest return on your investment? Here are a few ideas for figuring that out:

Identify your marketing goals. Different brands have different goals, and your goals should be a huge factor in determining which social media platforms you should be using. Do you want to connect with your customers and provide customer service in real-time? Try using Twitter. Do you have a new whitepaper or case study you want to share with your existing customers? Post it on your brand’s Facebook page.

• Check out what your competitors are doing. To be clear, the best social media brand engagement utilizes your brand’s unique voice; thus, it’s not a great idea to copy what your competitors are doing. But checking out their social media accounts will give you an idea of how best to connect with your customer base. It might also give you insight on where you can carve out a niche for your brand in your industry’s social media market.

Determine what resources you have—and what resources you’re willing to use. Time often equals money for some businesses, so figure out how much time you or your team has to spend on your brand’s social media efforts. If you only have a limited amount of time, it might be better to utilize the most popular social media platforms in a really unique, effective way rather than a lot of them half-heartedly.