From hugely successful Snapchat to the global Google+ and beyond, there is an ever-expanding pool of social media platforms in which brands can dip their marketing toes, making the ultimate choice of where to invest that much harder.
With this vast selection, it is easy to see how some of the original cast members are getting lost in the noise. Facebook is one of them, kicking off nearly 12 years ago. But despite its senior bus pass, Facebook is still a more than viable option for businesses to reach audiences and generate a strong, social online presence.
Since they started, Facebook have made many changes to their functions and usage, such as a major adjustment in 2013 that saw a limit to audiences of non-paid brand posts, a move many a company wallet was not thrilled about.
But with the biggest active user base of any social network to this day, they're clearly doing something right. And that's just part of the first reason why we still need them.
1. User base. Facebook currently have 1.44 billion active users, meaning that many people have signed in within the last 30 days. Its offspring Facebook Messenger is the 4th leading social app worldwide, with 500m active messengers - Facebook itself is, predictably, 1st.
Brands utilising Facebook can reach 1.94 billion potential consumers, a pretty substantial crowd. If we combine all of Facebook's acquisitions, such as WhatsApp and Instagram, the overall reach climbs to 2.94 billion. What brand doesn't want a slice of that action?
2. Building relationships is the cornerstone of Facebook's enterprise, connecting people with loved ones and groups that they care about. That's what they can do for your business. Rather than a simple - and often forgettable - TV ad, Facebook helps build brand relationships in the same way it does people, meaning you get a more lasting and effective connection with your audience.
3. Engaged users means engaged consumers. Since adverts and content are built-into the news feed experience, you know your target audience is engaged. They're scrolling to find out what's new from friends and family, so they're responsive to relevant content. Over 900 million people sign in daily, a huge amount of engaged users to start communicating with.
4. Results. Facebook have provided hundreds of businesses with the foundation upon which to reach their target market, and it works. Compare The Market is just one example of many - Skyscanner, Aviva, John Lewis - whom Facebook have helped to grow not just their audience, but their ability to continually serve creative, relevant content.
5. Targeted Facebook Ads contact the people that matter to your brand. You produce great adverts that should reach those who care. By choosing the most relevant location, age and interests for your appropriate audience, you can be sure they will. When you know exactly who you are reaching, you can create and benefit from the most directly targeted user interface available on social media.
Ultimately, Facebook still have it.