Fundamentals

For small to medium-sized businesses (SMBs), understanding Social Media Growth Strategies is crucial for navigating the digital marketplace. At its most basic, social media growth Meaning ● Social Media Growth, in the realm of SMBs, refers to the strategic increase in an organization's online presence and audience engagement through social platforms. strategy refers to a planned approach to increase a business’s presence and engagement on social media platforms. This isn’t just about accumulating followers; it’s about strategically using social media to achieve tangible business goals, such as boosting brand awareness, driving website traffic, generating leads, and ultimately increasing sales. For an SMB, this often means working with limited resources, making it essential to focus on efficient and effective strategies.

Defining Social Media Growth for SMBs

Social media growth, in the context of SMBs, needs to be defined beyond vanity metrics like follower count. While followers are important, they are merely a means to an end. True social media growth for an SMB is about cultivating a community that actively engages with your brand and contributes to your business objectives.

It’s about building relationships with potential and existing customers, establishing your brand as a trusted voice in your industry, and leveraging social media platforms to facilitate business transactions. For an SMB, resources are often constrained, so every action must be strategically aligned with overall business goals.

For SMBs, social media growth is about building a valuable community, not just accumulating followers.

This fundamental understanding shifts the focus from simply broadcasting messages to engaging in meaningful conversations and providing value to your target audience. It’s about creating content that resonates, sparking interactions, and fostering a sense of belonging around your brand. This approach is particularly vital for SMBs as it allows them to compete with larger corporations by building genuine connections with their customer base.

Key Pillars of a Foundational Social Media Strategy

For an SMB just starting out, focusing on a few key pillars is more effective than trying to do everything at once. These pillars form the bedrock of a successful social media growth strategy:

1. Audience Understanding

Before diving into posting and engaging, an SMB must deeply understand its Target Audience. Who are they? What are their interests, needs, and pain points? Where do they spend their time online, specifically on social media?

Understanding your audience is not just about demographics; it’s about psychographics ● their values, attitudes, and lifestyle. This deep dive into audience analysis will inform every subsequent step of your social media strategy.

For example, a local bakery targeting young professionals might focus on platforms like Instagram and TikTok, showcasing visually appealing content of their pastries and behind-the-scenes glimpses of their craft. Understanding that this audience values convenience and speed, they might highlight online ordering and delivery options. Conversely, a B2B software company targeting established businesses might find LinkedIn and Twitter more effective, focusing on thought leadership content, industry insights, and professional networking.

2. Platform Selection

Not all social media platforms are created equal, and not all are relevant for every SMB. Choosing the right platforms is crucial for resource allocation and impact. For an SMB, spreading resources too thinly across too many platforms can be detrimental. It’s better to excel on one or two platforms where your target audience is most active than to have a weak presence everywhere.

Consider these platform characteristics:

• Platform Demographics ● Where does your target audience spend their time? Is it on visually-driven platforms like Instagram and Pinterest, professional networks like LinkedIn, conversational platforms like Twitter, or video-centric platforms like YouTube and TikTok?
• Content Format Suitability ● What type of content are you best equipped to create? Are you good at visual content, written content, or video content? Choose platforms that align with your content creation Meaning ● Content Creation, in the realm of Small and Medium-sized Businesses, centers on developing and disseminating valuable, relevant, and consistent media to attract and retain a clearly defined audience, driving profitable customer action. capabilities.
• Business Goals Alignment ● Which platforms best support your specific business goals? If you are focused on visual product sales, Instagram and Pinterest might be ideal. If you are aiming for thought leadership and professional networking, LinkedIn and Twitter are better choices.

For an SMB, platform selection is a strategic decision that should be based on data and audience insights, not just on which platforms are currently trending.

3. Content Strategy Foundation

Content is the lifeblood of any social media strategy. For SMBs, creating valuable and engaging content consistently is key to attracting and retaining an audience. A foundational content strategy Meaning ● Content Strategy, within the SMB landscape, represents the planning, development, and management of informational content, specifically tailored to support business expansion, workflow automation, and streamlined operational implementations. should focus on providing value to the target audience, not just promoting the business. This value can come in various forms, such as educational content, entertaining content, or content that solves a problem for the audience.

A basic content strategy framework for SMBs includes:

1. Content Pillars ● Identify 2-3 core themes that are relevant to your business and your audience’s interests. These pillars will guide your content creation and ensure consistency. For a coffee shop, pillars could be ‘Coffee Culture,’ ‘Local Community,’ and ‘Food Pairings.’
2. Content Formats ● Decide on the types of content you will create. This could include text posts, images, videos, stories, live sessions, blog posts (shared on social media), and infographics. Start with formats you are comfortable with and can produce consistently.
3. Content Calendar ● Plan your content in advance using a simple content calendar. This helps maintain consistency and ensures that your content aligns with your overall marketing schedule. Even a basic spreadsheet can serve as an effective content calendar for an SMB.

For SMBs, content creation doesn’t need to be overly complex or expensive. Focus on creating authentic and valuable content that resonates with your target audience. User-generated content, behind-the-scenes glimpses, and simple, informative posts can be highly effective.

4. Basic Engagement Tactics

Social media is inherently social. Engagement is not an optional extra; it’s a core component of growth. For SMBs, active engagement is crucial for building relationships and fostering a community. Basic engagement tactics include responding to comments and messages promptly, asking questions to encourage interaction, running polls and quizzes, and participating in relevant conversations within your industry or local community.

Effective engagement tactics for SMBs:

• Prompt Responses ● Respond to comments and direct messages in a timely manner. This shows your audience that you value their interaction and are attentive to their needs.
• Community Building Questions ● Ask open-ended questions to encourage comments and discussions. Questions related to audience preferences, experiences, or opinions are effective.
• Interactive Content ● Use polls, quizzes, and surveys to increase engagement and gather valuable feedback from your audience.
• Community Participation ● Engage with other accounts in your niche or local community. Like and comment on relevant posts, participate in industry discussions, and build relationships with influencers and other businesses.

For SMBs, authentic and consistent engagement is more valuable than automated or superficial interactions. It’s about building genuine relationships with your audience.

By focusing on these fundamental pillars ● audience understanding, platform selection, content strategy foundation, and basic engagement tactics ● SMBs can establish a solid base for social media growth. This foundational approach prioritizes strategic thinking and efficient resource allocation, setting the stage for more advanced strategies as the business grows and social media maturity increases.

Intermediate

Building upon the fundamentals, intermediate Social Media Growth Strategies for SMBs delve into more sophisticated techniques to amplify reach, deepen engagement, and drive measurable business results. At this stage, SMBs should move beyond basic presence and engagement to implement data-driven tactics, leverage automation tools strategically, and explore paid social media options to accelerate growth. The focus shifts from simply being present to actively optimizing social media efforts for tangible ROI.

Refining Audience Segmentation and Targeting

While understanding the broad target audience is foundational, intermediate strategies require a more granular approach to audience segmentation. This involves breaking down the target audience into smaller, more specific segments based on demographics, interests, behaviors, and purchase history. This refined segmentation allows for more personalized and effective content and ad targeting.

Advanced audience segmentation Meaning ● Audience Segmentation, within the SMB context of growth and automation, denotes the strategic division of a broad target market into distinct, smaller subgroups based on shared characteristics and behaviors; a pivotal step allowing businesses to efficiently tailor marketing messages and resource allocation. for SMBs includes:

• Demographic Segmentation ● Beyond basic age and location, consider segmenting by education level, income, occupation, and family status to tailor messaging.
• Interest-Based Segmentation ● Identify specific interests and hobbies of your audience segments. Social media platforms provide rich data on user interests, which can be leveraged for targeted content and ads.
• Behavioral Segmentation ● Segment based on online behavior, such as website visits, past purchases, social media engagement patterns, and content consumption habits. This allows for retargeting and personalized journeys.
• Psychographic Segmentation ● Delve deeper into values, attitudes, lifestyle, and personality traits. This is crucial for crafting resonant messaging that connects on an emotional level.

For example, an online clothing boutique might segment its audience into ‘Fashion-Forward Millennials,’ ‘Budget-Conscious Students,’ and ‘Professional Women.’ Each segment would receive tailored content and ads showcasing different product lines, promotions, and style advice. This level of personalization significantly increases the relevance and effectiveness of social media efforts.

Advanced Content Marketing and Storytelling

Intermediate social media strategies necessitate a more advanced approach to content marketing. This moves beyond basic posts to strategic content pillars, diverse content formats, and compelling storytelling. The goal is to create content that not only informs and entertains but also builds brand loyalty Meaning ● Brand Loyalty, in the SMB sphere, represents the inclination of customers to repeatedly purchase from a specific brand over alternatives. and drives conversions.

Elevating content marketing Meaning ● Content Marketing, in the context of Small and Medium-sized Businesses (SMBs), represents a strategic business approach centered around creating and distributing valuable, relevant, and consistent content to attract and retain a defined audience — ultimately, to drive profitable customer action. for SMBs:

1. Content Pillars Expansion ● Develop deeper content pillars Meaning ● Content Pillars, within the SMB context, are fundamental themes or subjects that form the basis of content strategy, directly aligning with business objectives, brand identity, and target audience interests. with sub-themes and related topics. Create a content ecosystem around each pillar, providing comprehensive value to the audience. For a fitness studio, pillars could be ‘Workout Routines’ (sub-themes ● strength training, cardio, yoga), ‘Nutrition Advice’ (sub-themes ● healthy recipes, meal planning, supplement guides), and ‘Wellness Tips’ (sub-themes ● stress management, sleep hygiene, mindfulness).
2. Diverse Content Formats ● Experiment with a wider range of content formats, including videos (tutorials, behind-the-scenes, testimonials), infographics, podcasts (or audio clips), webinars, interactive content (quizzes, calculators), user-generated content Meaning ● User-Generated Content (UGC) signifies any form of content, such as text, images, videos, and reviews, created and disseminated by individuals, rather than the SMB itself, relevant for enhancing growth strategy. campaigns, and influencer collaborations.
3. Strategic Storytelling ● Craft compelling brand stories that resonate with your audience’s values and emotions. Use narrative techniques to connect with your audience on a deeper level, build emotional connections, and humanize your brand. Share customer stories, employee stories, and the brand’s origin story to create a relatable and authentic brand narrative.

For SMBs, advanced content marketing is about creating a content experience that keeps the audience engaged, informed, and connected to the brand over time. It’s about building a content library that serves as a valuable resource for the target audience and positions the SMB as a thought leader in its industry.

Leveraging Social Media Automation Strategically

As social media efforts scale, automation becomes essential for efficiency and consistency. However, intermediate strategies emphasize strategic automation, focusing on tools that enhance human interaction rather than replace it entirely. Automation should be used to streamline repetitive tasks, schedule content, monitor conversations, and gather data, freeing up time for more strategic and creative activities.

Strategic automation for SMB social media growth:

• Content Scheduling Tools ● Utilize scheduling tools like Buffer, Hootsuite, or Sprout Social to plan and schedule content across platforms in advance. This ensures consistent posting even with limited resources.
• Social Listening Tools ● Implement social listening Meaning ● Social Listening is strategic monitoring & analysis of online conversations for SMB growth. tools to monitor brand mentions, industry conversations, and competitor activity. This provides valuable insights into audience sentiment, trends, and opportunities for engagement.
• Automated Responses (with Personalization) ● Set up automated responses for frequently asked questions or initial interactions, but ensure these are personalized and lead to human interaction when necessary. Avoid generic, robotic automation that alienates the audience.
• Analytics and Reporting Automation ● Automate the collection and reporting of social media analytics data. Use tools that provide customizable dashboards and reports to track key metrics and measure campaign performance efficiently.

For SMBs, strategic automation Meaning ● Strategic Automation: Intelligently applying tech to SMB processes for growth and efficiency. is about finding the right balance between efficiency and human connection. Automation should be used to enhance productivity and provide better customer service, not to replace genuine human interaction.

Strategic automation in social media for SMBs enhances human interaction, it doesn’t replace it.

Exploring Paid Social Media Advertising

Intermediate growth strategies Meaning ● Growth Strategies, within the realm of Small and Medium-sized Businesses (SMBs), are a deliberate set of initiatives planned and executed to achieve sustainable expansion in revenue, market share, and overall business value. often incorporate paid social media advertising to amplify reach and target specific audience segments more effectively. Paid social media allows SMBs to reach audiences beyond their organic reach, target specific demographics and interests, and drive traffic and conversions more directly. However, it’s crucial to approach paid social media strategically, with clear goals, targeted campaigns, and data-driven optimization.

Strategic paid social media for SMBs:

1. Clear Campaign Objectives ● Define specific, measurable, achievable, relevant, and time-bound (SMART) objectives for each paid campaign. Are you aiming for brand awareness, website traffic, lead generation, or direct sales? Clear objectives guide campaign strategy and measurement.
2. Targeted Audience Selection ● Leverage the advanced targeting options offered by social media platforms to reach specific audience segments. Utilize demographic, interest-based, behavioral, and custom audience targeting to maximize ad relevance and ROI.
3. A/B Testing and Optimization ● Conduct A/B tests on ad creatives, copy, and targeting parameters to identify what resonates best with your audience. Continuously monitor campaign performance and optimize based on data insights to improve results over time.
4. Budget Management and ROI Tracking ● Set clear budgets for paid campaigns and track ROI meticulously. Use conversion tracking and attribution models to measure the effectiveness of paid social media efforts and ensure a positive return on investment.

For SMBs, paid social media is a powerful tool for accelerating growth, but it requires a strategic and data-driven approach. Start with small, targeted campaigns, test and optimize, and gradually scale up as you see positive results. Focus on quality over quantity, ensuring that your ads are relevant and valuable to the target audience.

Advanced Engagement and Community Building

Intermediate strategies elevate engagement beyond basic interactions to foster a thriving online community. This involves proactive community management, influencer collaborations, user-generated content campaigns, and creating exclusive experiences for followers. The goal is to cultivate a loyal and engaged community that advocates for the brand and contributes to its growth.

Advanced engagement and community building for SMBs:

• Proactive Community Management ● Dedicate resources to actively manage your social media communities. Respond to comments and messages promptly, participate in discussions, address concerns, and foster a positive and inclusive community environment.
• Influencer Marketing (Authentic Partnerships) ● Collaborate with relevant influencers who align with your brand values and target audience. Focus on authentic partnerships that provide genuine value to both the influencer’s audience and your brand. Micro-influencers can be particularly effective for SMBs due to their targeted reach and higher engagement rates.
• User-Generated Content (UGC) Campaigns ● Encourage user-generated content by running contests, challenges, or simply asking customers to share their experiences with your brand. UGC builds social proof, increases engagement, and fosters a sense of community ownership.
• Exclusive Community Experiences ● Create exclusive experiences for your social media followers, such as early access to products, exclusive discounts, behind-the-scenes content, or online events. This rewards loyalty and strengthens community bonds.

For SMBs, building a strong social media community is a long-term investment that yields significant returns. A loyal community not only drives engagement and word-of-mouth marketing but also provides valuable feedback and support for the brand.

By implementing these intermediate social media growth strategies ● refined audience segmentation, advanced content marketing, strategic automation, paid social media advertising, and advanced community building ● SMBs can significantly amplify their social media impact and drive measurable business growth. This stage requires a more data-driven, strategic, and resource-optimized approach to social media, moving beyond basic presence to active performance optimization.

Advanced

After rigorous analysis and integration of diverse business perspectives, the advanced definition of Social Media Growth Strategies transcends mere tactical execution. It emerges as a holistic, adaptive, and profoundly strategic function intricately woven into the very fabric of an SMB’s operational and philosophical framework. At this expert level, social media growth is not simply about expanding online presence; it is about architecting a dynamic, self-sustaining ecosystem that fosters enduring customer relationships, fuels continuous innovation, and ultimately drives exponential business value. This advanced understanding requires SMBs to move beyond platform-specific tactics and embrace a deeply integrated, data-infused, and future-oriented approach.

The Evolved Meaning of Social Media Growth Strategies for SMBs

Advanced social media growth strategies for SMBs are characterized by a shift from reactive tactics to proactive, predictive, and deeply analytical methodologies. It’s no longer sufficient to simply react to trends or follow industry best practices. Instead, advanced strategies necessitate a nuanced understanding of the complex interplay between social media, business operations, and the broader socio-cultural landscape. This evolved meaning encompasses several key dimensions:

1. Ecosystemic Integration

At its core, advanced social media growth is about integrating social media into the entire business ecosystem. This means breaking down silos between marketing, sales, customer service, product development, and even HR, to create a cohesive and customer-centric social media presence. Social media becomes a central nervous system, informing and influencing decisions across all departments. This integration fosters a seamless customer journey Meaning ● The Customer Journey, within the context of SMB growth, automation, and implementation, represents a visualization of the end-to-end experience a customer has with an SMB. and maximizes the value of social media interactions.

Ecosystemic integration examples for SMBs:

• Social CRM Integration ● Integrating social media platforms with CRM systems to capture customer data, track interactions, and personalize customer journeys across all touchpoints. This allows for a 360-degree view of the customer and enables more targeted and effective communication.
• Social Customer Service ● Leveraging social media for customer service, providing real-time support, addressing queries, and resolving issues directly on social platforms. This enhances customer satisfaction and builds brand loyalty.
• Social Listening for Product Development ● Utilizing social listening to gather customer feedback, identify emerging trends, and inform product development decisions. Social media becomes a valuable source of real-time market research and customer insights.
• Social Selling and Commerce Integration ● Integrating social commerce features directly into social media platforms, enabling seamless product discovery, purchase, and customer service Meaning ● Customer service, within the context of SMB growth, involves providing assistance and support to customers before, during, and after a purchase, a vital function for business survival. within the social environment. This streamlines the customer journey and drives direct sales through social channels.

For SMBs, ecosystemic integration requires a strategic shift in organizational structure and mindset, moving towards a more collaborative and customer-centric approach where social media is not just a marketing channel but a core business function.

2. Data-Driven Predictive Analytics

Advanced social media growth strategies are heavily reliant on data analytics, moving beyond basic metrics to predictive and prescriptive insights. This involves leveraging sophisticated analytics tools, machine learning algorithms, and AI-powered solutions to understand audience behavior, predict future trends, and optimize social media efforts in real-time. Data becomes the compass guiding strategic decisions and ensuring maximum ROI.

Advanced data analytics Meaning ● Data Analytics, in the realm of SMB growth, represents the strategic practice of examining raw business information to discover trends, patterns, and valuable insights. applications for SMBs:

1. Predictive Audience Segmentation ● Using machine learning to identify and predict future audience segments based on evolving behaviors and preferences. This allows for proactive targeting and personalized messaging that anticipates customer needs.
2. Sentiment Analysis and Trend Forecasting ● Employing natural language processing (NLP) and sentiment analysis to understand audience sentiment towards the brand, products, and industry trends. This provides early warnings for potential crises and identifies emerging opportunities.
3. Performance Prediction and Optimization ● Utilizing predictive analytics Meaning ● Strategic foresight through data for SMB success. to forecast campaign performance and optimize content, timing, and targeting in real-time to maximize results. This allows for dynamic campaign adjustments based on data-driven predictions.
4. Attribution Modeling and ROI Maximization ● Implementing advanced attribution models to accurately measure the ROI of social media efforts across the entire customer journey. This provides a clear understanding of social media’s contribution to business outcomes and enables optimized budget allocation.

For SMBs, advanced data analytics Meaning ● Advanced Data Analytics, as applied to Small and Medium-sized Businesses, represents the use of sophisticated techniques beyond traditional Business Intelligence to derive actionable insights that fuel growth, streamline operations through automation, and enable effective strategy implementation. requires investment in the right tools and expertise, but the insights gained are invaluable for making informed decisions, optimizing performance, and staying ahead of the competition in the dynamic social media landscape.

3. Adaptive and Agile Strategy

The social media landscape is constantly evolving, driven by algorithm changes, emerging platforms, and shifting user behaviors. Advanced strategies must be inherently adaptive and agile, capable of pivoting quickly in response to these changes. This requires a flexible strategic framework, continuous monitoring of the social media ecosystem, and a willingness to experiment and iterate. Rigidity is the antithesis of advanced social media growth.

Agility and adaptability in social media strategy Meaning ● Strategic use of social platforms for SMB growth, leveraging data and AI to enhance customer engagement and business outcomes. for SMBs:

• Scenario Planning and Contingency Strategies ● Developing scenario plans to anticipate potential disruptions or changes in the social media landscape (e.g., algorithm updates, platform shifts). Having contingency strategies in place allows for rapid response and minimizes negative impact.
• Real-Time Monitoring and Alert Systems ● Implementing real-time monitoring systems to track key metrics, identify anomalies, and detect emerging trends. Alert systems enable immediate responses to critical events or opportunities.
• Agile Campaign Management ● Adopting agile methodologies for campaign management, allowing for iterative development, rapid testing, and continuous optimization. This enables faster response times and greater adaptability to changing market conditions.
• Continuous Learning and Experimentation Culture ● Fostering a culture of continuous learning and experimentation within the social media team. Encouraging experimentation with new platforms, formats, and tactics, and embracing a data-driven approach to learning and improvement.

For SMBs, embracing agility and adaptability is crucial for long-term success in social media. It’s about building a strategic framework that is not only robust but also flexible enough to navigate the ever-changing digital landscape.

4. Community-Centric Value Creation

Advanced social media growth strategies place the community at the heart of all efforts. It’s not just about broadcasting messages or driving transactions; it’s about creating genuine value for the community and fostering a sense of belonging and co-creation. This involves empowering the community, listening to their needs, and involving them in the brand’s journey. A thriving community becomes a self-sustaining engine for growth and advocacy.

Community-centric value creation for SMBs:

1. Co-Creation and User-Driven Content ● Actively involving the community in content creation, product development, and brand storytelling. User-generated content campaigns, co-creation initiatives, and community feedback loops empower the audience and foster a sense of ownership.
2. Personalized and Empathetic Communication ● Shifting from transactional communication to personalized and empathetic interactions. Understanding individual customer needs and preferences, and tailoring communication to build stronger relationships and foster loyalty.
3. Exclusive Community Platforms and Experiences ● Creating exclusive online or offline platforms and experiences for community members. Private groups, forums, exclusive events, and loyalty programs foster a sense of belonging and reward community engagement.
4. Advocacy and Brand Evangelism Programs ● Identifying and nurturing brand advocates and evangelists within the community. Empowering these advocates to spread positive word-of-mouth, generate user-generated content, and contribute to community growth.

For SMBs, a community-centric approach to social media is not just a marketing tactic; it’s a philosophical shift that prioritizes building genuine relationships and creating shared value. A strong community becomes a powerful asset, driving sustainable growth and long-term brand loyalty.

5. Ethical and Sustainable Practices

In an increasingly scrutinized digital world, advanced social media growth strategies must be grounded in ethical and sustainable practices. This includes transparency, data privacy, responsible advertising, and a commitment to social responsibility. Long-term growth cannot be achieved at the expense of ethical considerations or community trust. Sustainability, in this context, extends beyond environmental concerns to encompass the long-term health and integrity of the brand’s social media ecosystem.

Ethical and sustainable social media practices for SMBs:

• Transparency and Authenticity ● Prioritizing transparency in communication, being authentic in brand messaging, and building trust with the community. Transparency in data collection and usage, and honesty in advertising practices are crucial.
• Data Privacy and Security ● Implementing robust data privacy Meaning ● Data privacy for SMBs is the responsible handling of personal data to build trust and enable sustainable business growth. and security measures to protect customer data and comply with regulations. Respecting user privacy and being transparent about data usage policies builds trust and avoids reputational risks.
• Responsible Advertising and Content Practices ● Adhering to ethical advertising standards, avoiding misleading or manipulative content, and promoting responsible consumption and social values. Avoiding harmful or divisive content and promoting inclusivity and positive social impact.
• Social Responsibility and Community Impact ● Integrating social responsibility into social media strategies, supporting community initiatives, and contributing to positive social impact. Aligning brand values with social causes and demonstrating a commitment to ethical business practices.

For SMBs, ethical and sustainable social media practices are not just a matter of compliance; they are fundamental to building a reputable and trustworthy brand in the long run. Ethical practices foster community trust, enhance brand reputation, and contribute to sustainable business growth.

Advanced social media growth is about architecting a dynamic, self-sustaining ecosystem for enduring customer relationships and exponential business value.

In conclusion, advanced Social Media Growth Strategies for SMBs represent a paradigm shift from tactical execution to strategic ecosystem engineering. It demands ecosystemic integration, data-driven predictive analytics, adaptive and agile strategy, community-centric value Meaning ● Community-Centric Value: SMBs thriving by prioritizing community well-being and shared prosperity. creation, and ethical and sustainable practices. This evolved meaning requires SMBs to embrace a holistic, future-oriented, and deeply analytical approach, transforming social media from a marketing channel into a central engine for sustainable growth and enduring business success. For SMBs that aspire to achieve true market leadership in the digital age, mastering these advanced strategies is not merely an option; it is an imperative.