Most businesses today understand the significance of social media. No matter if you’re the world’s largest shoe company or a small family owned coffee shop with one location, social media has something to offer. Unfortunately, choosing the right social networking tools can be a little trickier. Many businesses assume that the largest sites, like Facebook and Twitter, are the best simply because they have so many members, but that may not be the case. The reason that people go to different social media sites affects not only the mentality of the users there, but also the demographics that each site represents.