Facebook has over 600 million members but that doesn't mean it's the only social media platform you should be using. By working on several different platforms, you can not only reach people who may not use them all, you can also help to "brand" yourself because people will see you in various places.
The first thing you need to be aware of is that there are different types of social media sites that have their own pros and cons. Twitter, for example, is a much different site from Facebook because it only lets you post information 140 characters at a time. But it's more of a conversational connection with your followers because you can send messages back and forth almost like a form of instant messaging.
The big difference from instant messaging, of course, is that everyone can see your messages if you choose to make them public.
LinkedIn is more like Facebook but is very business-centric. Facebook Pages let you connect on a business level, and you can even use your personal profile that way, but the majority of people on Facebook are there to connect with friends and family, so you have to approach it a little differently.
Facebook tends to be less accepting of outright marketing messages than LinkedIn, for this reason.
If you post to several social media platforms manually, it can take a lot of time to even manage a couple effectively. Instead, use a tool like Hootsuite or Tweetdeck that lets you post to multiple locations at once. Or use a web service like Ping.fm that will do the same.
Many of these tools will also let you schedule posts to go out at specific times, so you can schedule your posts for the entire day in a matter of 10-30 minutes, depending on the volume.
You can still post manually if something comes up that you want to share right away, but otherwise your followers will be seeing posts throughout the day, which not only means you'll appear to be active all the time, but you'll also be more likely to reach people who only log in occasionally.
If you post a bunch of things all at once and then ignore it for the rest of the day, your posts will reach a much smaller audience, no matter how many friends and followers you might have.
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