If you’re a business owner, you may find yourself wondering if you really need social media. After all, there’s so many platforms: Facebook, Twitter, Instagram, YouTube, and Pinterest are just a few. Are there really enough benefits to justify maintaining that presence? The answer is yes; social media can have an immense impact on traffic and sales for your online store. The good news is that you don’t need to make a dozen accounts right away. It turns out that when it comes to sales, not all social media are created equal.

So where should you put your focus? It may not come as a surprise, but the world’s largest social network is also the best driver of sales. Studies show that customers on Facebook are most likely to visit online stores, and most likely to purchase something when they get there. This is true across most industries, though there are a few exceptions. However, if you only have the time to maintain a single media presence, you can’t go wrong with a Facebook account.

After Facebook, the runner-up depends on how you look at it. When it comes to sheer number of visitors, Pinterest is number two. However, when it comes to how often visitors actual purchase something, Youtube and Vimeo are neck and neck for second place. The advantage of Pinterest over video sites like Youtube and Vimeo is, of course, that you don’t need to produce videos, which is time consuming. Pinterest is also ahead of even Facebook when it comes to money spent per purchase.

Remember, social media is like any tool; it’s only effective if you use it. Maintaining a consistent presence online is key to promoting your brand. If updating your Facebook or Pinterest daily is a pain, consider using an online tool to manage your accounts. However you do it, nobody will visit you if you don’t hoist your flag.