IT has been nearly two decades since social media started making its way into mainstream culture. Many businesses saw its potential for marketing to customers early on but, as with anything digital, social media is constantly evolving and that makes it hard to master. How can small businesses who don't have access to expensive marketing agencies or social media marketing experts keep up?

The good news is that even though social media trends are constantly changing, you can follow some basic principles to use social media effectively without having to spend millions.