What it is: The world's largest social network, Facebook (Fortune 500) allows users to share content and conversations, create events and deploy targeted ads. ,
Best business uses: Generating and fostering relationships with potential clients; advertising.
Who should use it: Everyone
How to maximize your reach: When posting to your Facebook page, include value to the user, said Joe DiNardo of Blue Fountain Media in New York City. Add a few brief business insights when linking to industry news or ask users for feedback when posting pictures. Sharing real-world tales of how your company overcame challenges can connect with users on a personal level, which makes it more likely they'll become clients.
How not to use it: Don't advertise directly on your page -- that turns fans off. And while Facebook is a great place to address customer complaints, don't get involved in lengthy back-and-forths. "Try to bring a complainer into your world by being more personal about it, but only respond once," said Don Sorensen, founder of Big Blue Robot, which helps firms improve their online reputation. "If the discussion turns negative, then it's open to the rest of the room and can affect the whole party."