True, Facebook is the 900-million-user behemoth of social media, but it’s not the only platform in town. “Know your audience and where they like to get information,” says social media strategist Peter Shankman, whose clients have ranged from American Express to the US Department of Defense. Rather than try to be everywhere at once, find the right outlet for your audience and your message. If your business is more visual, for example, Pinterest might be well worth your time. For business-to-business connections LinkedIn is a great way to find people, though “you’re expected to be on your best behavior,” says Shankman. If you want to reward loyal customers and leverage their connections, Foursquare might be a fit.