Professional communicators continue to put most of their energy, thought and resources into the words they post online while treating the images as an afterthought. If that’s you, it’s time to change your thinking. Images are only becoming more important in the race to capture consumers’ attention.

Leaders love to ask “Why can’t we be more like Wendy’s on social media?” But the truth is that not every company should aspire to be “like Wendy’s” on social. What works for one company and brand will not necessarily work for another. Here’s what you should ask instead.