A few years ago, if you didn’t have a website, you didn’t exist. Today, to a certain extent, having a Facebook page is a virtual requirement if you want your business to be taken seriously. But it’s more than competing for likes and comments, or seeing how many fans they can reach. Sure the shares and virality of the platform are nice, but what’s the point of having Facebook fans if you can’t convert them into paying customers?

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Social media marketing is rapidly evolving. It used to be that having some presence on just the big three—Twitter, Facebook and LinkedIn, perhaps along with a liberal sprinkling of YouTube—was enough. Not today.

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