Businesses can use social media platforms effectively to build a strong online presence and engage with their customers by following these strategies:

1. Define Goals and Target Audience: Start by defining specific goals and identifying the target audience. This will help in creating relevant content and engaging with the right people. For example, a fitness brand may aim to increase brand awareness among millennials interested in health and wellness.

2. Choose the Right Platforms: Select social media platforms that align with the target audience and business goals. Popular platforms like Facebook, Instagram, Twitter, LinkedIn, and YouTube offer diverse opportunities for engagement. For instance, a fashion brand may focus on Instagram and Pinterest to showcase their products visually.

3. Consistent Branding: Maintain consistent branding across all social media platforms. Use the same logo, color scheme, and tone of voice to establish recognition and build trust. This consistency helps customers identify and connect with the brand across different platforms.

4. Create Engaging Content: Develop high-quality and relevant content that resonates with the target audience. This includes a mix of informative, entertaining, and promotional posts. For example, a restaurant can share recipes, behind-the-scenes glimpses, customer testimonials, and special offers.

5. Utilize Visuals: Visual content such as images, videos, and infographics are highly engaging and shareable. Use eye-catching visuals to capture attention and convey messages effectively. For instance, a travel agency can share stunning pictures of destinations, travel tips, and videos of customer experiences.

6. Actively Listen and Respond: Monitor social media platforms for mentions, comments, and messages. Actively listen to customers' feedback, questions, and concerns, and respond promptly. Addressing customer queries and resolving issues in a timely manner shows responsiveness and builds trust.

7. Encourage User-Generated Content: Encourage customers to share their experiences, reviews, and photos related to the brand. User-generated content not only engages customers but also serves as social proof. For example, a coffee shop can create a hashtag and encourage customers to share pictures with that hashtag.

8. Run Contests and Giveaways: Organize contests and giveaways to incentivize engagement and increase brand awareness. Contests can be as simple as asking customers to like, comment, or share a post to win a prize. For instance, a beauty brand can run a giveaway where participants have to share their favorite beauty tip in the comments section.

9. Collaborate with Influencers: Partner with influencers who have a significant following and influence within the target audience. Influencers can help expand reach, build credibility, and generate authentic content. For example, a fitness apparel brand may collaborate with fitness influencers to promote their products.

10. Analyze and Adapt: Regularly analyze social media metrics to assess the effectiveness of strategies and content. Use analytics tools provided by social media platforms to track engagement, reach, impressions, and conversions. This data can help in refining strategies and adapting to the changing needs of customers.

Examples and References:

• Nike: Nike has built a strong online presence by leveraging social media platforms like Instagram, Twitter, and YouTube. They create engaging content, collaborate with athletes and influencers, and encourage user-generated content through campaigns like #JustDoIt.
• Starbucks: Starbucks uses social media to engage with customers by responding to their tweets, sharing customer stories, and running contests. Their #StarbucksRewards campaign encourages customers to share their Starbucks experiences for a chance to win rewards.
• Glossier: Glossier, a beauty brand, has successfully built a strong online presence through Instagram. They curate user-generated content and actively engage with customers by responding to comments and messages. Glossier also collaborates with influencers to promote their products.

References:

• Sprout Social: https://sproutsocial.com/insights/social-media-for-business/
• Hootsuite: https://blog.hootsuite.com/social-media-for-business/
• Social Media Examiner: https://www.socialmediaexaminer.com/social-media-marketing-strategy-guide/