Nicholas Maxson of Williamsport, Pa.-based Williamsport Wood Floors shared a history lesson on Facebook and learned a social media lesson in the process. After a client showed Maxson an antique pike used by loggers to guide logs down a local creek, Maxson snapped a photo and, using his business page, shared it in a county history Facebook group he follows (he's a history buff himself). "The whole objective behind linking the photo to my business page was to get my name on more people's phone screens and get them looking at my floors," he says. Mission accomplished: The post reached more than 13,000 people. Maxson heightened the engagement by responding to every comment on the photo. "If I'm able to be specific and answer a question, I'll do that, but we always at least say something so that when someone looks at the photo and comments and leaves, they have to come back one more time," he says. Over the last two years, that practice has reeled in a huge number of leads for Maxson, and this time was no different.