Facebook is hands-down the most popular social media platform today. With over 1.4 billion monthly active users, 23 billion backlinks, and one of the most recognizable domains in the world, it’s hard to imagine a day when Facebook is no longer relevant. Facebook has become so ubiquitous that, in 2014, the average American spent 40 minutes on Facebook each day.

That’s a lot of people spending a lot of time on one website — and a lot of potential customers for social media marketing. That’s why so many businesses choose to invest their precious marketing time and money into Facebook.

The down side is that it’s easy to get caught up in all of Facebook’s feeds and features, so it can quickly become a time waster. And if you’re not familiar with Facebook at all, it can take a while to learn how to navigate everything. If you’re going to be efficient, you need to navigate your dashboard quickly, which is why Facebook created keyboard shortcuts for the basic commands.

Considering that Americans spend more time on social media than any other Internet activity (including email!), your company should be active on at least one or two platforms. That being said, you also need to be smart about how you incorporate them into your marketing strategy.

Simply having a presence on Facebook or Twitter is no longer enough, and the chances of seeing results are slim unless you use them to build customer relationships. That means that if you’re like many business owners, and use your social platforms for nothing but promoting products and brand messaging, you really aren’t doing yourself any favors.

In order to effectively use social media as a marketing tool, you need to treat your fans and followers like what they are – people. Keep reading to learn why building relationships with your customers is so important, and how social media can play a role in that process.

Social media is a great tool for reaching large audiences, and can be extremely effective for brands trying to connect directly with consumers. But does that mean that it is only useful for B2C companies?

Although it presents a challenge for B2B businesses, successful social media marketing is possible. It can increase brand awareness, keep customers up to date on company news and updates, and help build relationships with other businesses and consumers.

All social networks have potential for marketers, but in this post, we’ll just focus on the biggest one: Facebook. With 890 million daily active users, the odds are in your favor that the decision makers at the businesses you want to work with are on the platform. Read more to find out how you can connect with them and start using Facebook to market your B2B company.

As more social networks roll out advertising features for businesses, you may find it too overwhelming to explore the options each one offers. If you’re like many advertisers, that could be reason enough to stick with the larger networks and ignore the rest.

With 259 million members worldwide, LinkedIn doesn’t have quite as large of an audience as Facebook (1.4 billion) or Twitter (883 million), but that doesn’t mean it isn’t a valuable marketing tool. It can be just as effective as its larger counterparts – and even more so if you are a B2B company.

LinkedIn caters to businesses and professionals, making it ideal for advertisers who want to reach that audience. So how can you start using the platform to connect with business owners and working professionals?

Is Pinterest a part of your marketing strategy? Although the platform is still relatively new territory for marketers, it could be worth looking into, considering that 69% of Pinterest users say that they’ve found an item they’ve purchased or wanted to purchase on it.

As of 2015, 42% of online adult women use Pinterest, as well as 13% of online men. These numbers may not seem impressive compared to those of Facebook or Twitter, but in a survey of Pinterest users, 70% said they use it to “get inspiration on what to buy,” while only 17% of that same group said the same about Facebook.

This means that Pinterest has huge potential for marketers, especially for B2C companies. And thanks to Pinterest’s new Promoted Pins feature, that potential may have just gotten even larger. Keep reading to find out how you can use Pinterest’s new features to market your business online.

Is Twitter a part of your social media marketing strategy? If not, it may be time to think about at least creating an account. As the second most popular social network in the world (behind Facebook), with 310 million unique monthly users, it certainly has potential for helping you reach current and future customers.

But how can you use it to connect with users who’ve never even heard of your company? This is where Twitter Ads come in handy. The platform offers advertising options for a variety of goals, and since there is no minimum budget, it is accessible to almost any business owner.

Keep reading to find out how you can use Twitter as a valuable marketing tool for your company.