There’s a lot more to social media than simply scrolling through Twitter timelines and liking photos on Facebook. When it comes to a brand’s success on major digital platforms, it’s crucial for brands to rely on their social media agencies to make their goals a reality. No Limit Agency, which supports over one million fans on Facebook alone and another 500,000 plus through other channels, is an expert at working with brands to craft strong social media messages.

The first step brands need to take in order to get the most out of their social media agency is to establish a voice. Before posting any content, it’s essential for brands to know who they want to be and what image they want to present online. Brands then need to let their agency know what their specific goals are, and how they want social media to affect their business.

“If you don’t know your social media goals, how is your agency going to drive you there? It’s so important for brands to open up the lines of communication and be upfront when it comes to the roles they want their agency to take on,” said Ryan Paul, vice president of digital at No Limit Agency. “That will allow agencies to create the kind of content that attracts users and encourages engagement.”

The next step is then setting up performance indicators to ensure the right work is being done. Attaching metrics to social media content allows both agencies and brands to track what’s working and what isn’t. When a specific strategy is sinking, it’s up to brands and agencies to go back to the drawing board and switch it up. Brands are more likely to see success when their agencies take risk because the rewards associated with innovative content strategies can be great.

“Social media is unique in that it allows agencies to test out different brand voices. If one strategy is performing better than another, it becomes the obvious choice for future posts,” said Paul. “It’s also crucial for brands to have different voices depending on the network and audience they’re targeting. Don’t make the mistake of building one general, overall strategy and applying it to every social media channel.”

Each major social media network—Facebook, Twitter, Instagram, LinkedIn and Pinterest—taps into a different group of consumers. The content that’s posted to each one determines a brand’s ability to grow, engage users and ultimately drive purchases. The best results are yielded when agencies are willing to listen to the experts.

“The best thing brands can do is trust their social media agency. Let them run with the plan you created together so they can do what they do best. At the end of the day, brands can only get the most out of their social media agency when they’re being challenged and pushed out of their comfort zone,” said Paul.