Social media is a powerful tool for businesses that allows for creation, sharing, and conversation. To start using social media effectively, companies should [1] listen to conversations on social platforms to understand their audiences and influencers, [2] facilitate sharing and conversations by providing platforms and incentives for user participation, and [3] actively engage in conversations to keep them ongoing and incorporate feedback. A full social media strategy involves defining goals, selecting appropriate networks, setting up tools, training employees, and continuously maintaining an online presence.