Social media platforms and channels continue to evolve, challenging businesses to adjust social strategies to capture the attention of target audiences, build brand visibility and generate leads. As business owners and entrepreneurs look to harness the power of social media in a shifting digital landscape, they will need to have an excellent grasp of social media fundamentals and keep up with evolving social media trends. The sheer number of social media users makes a compelling case for businesses to increase their social media acumen. As of April 2021, social media platform users reached a global total of 4.33 billion – that equates to more than half the world’s population which stood at 7.85 billion at the start of April 2021. On average, users spend nearly 2.5 hours on social media. Much of this time is spent on the larger social networks such as Facebook, Instagram, Twitter and TikTok. This captive audience provides business owners and entrepreneurs a powerful opportunity to reach and connect with key stakeholders. The most effective way for business owners and entrepreneurs to do this is by adhering to best practices when it comes to social media fundamentals and making it a priority to keep up with evolving social media trends. The following are a few of the social media fundamentals and trends every business owner should either master or be aware of.