Many small businesses are learning that social media isn’t just an avenue for distracting their employees and wasting resources. Instead, they’re finding that when its maximum potential is leveraged, social media can be the most powerful tool in any marketing bag.

Is it just a matter of time before all small businesses learn this? Facebook has been around for eight years—why isn’t every company in the land using its power to improve their bottom line? Is it a perception issue? Do people still think it’s a fad or that it’s only for certain types of industries? Or is it that some business owners don’t know how to harness its power, and thus give up on it before getting started?

Not having the time, the staff or the interest in seeing through each interaction has soured many companies on Facebook. Some owners may find any excuse not to leverage Facebook’s power. But if you’re one who believes that putting the time and effort into running a strategic social media campaign is within your means, here are six ways to make sure that it can pay dividends almost immediately. Time well spent.