Social media lets customers have a direct way of contacting you and vice versa – making businesses more approachable. Additionally marketing, lead generation, and customer care can be handled through social media. It’s just a more efficient way of reaching a wider audience and facilitates the sharing of great products and stories. Lately we’ve seen niche-specific platforms arise in the form of Pinterest, LinkedIn and Instagram arising. All of them catering to the interests of different target audiences, and creating a platform for almost any kind of business to market their products on. The challenge is evaluating which ones are worth your time and where you’ll have the best chance of converting visitors into paying customers.