Social media supports the human need for social interaction. It has the powerful ability to take a message from dozens to millions. Social media is the democratization of knowledge and information. At its best, it can transform consumers into actual journalists and producers for your brand.
Some brands thrive on social media, while others consider it a necessary evil. Those brands that do social media as a chore are doing what we call “check-the-box” social media. They need to start authentically engaging to thrive in today’s competitive marketplace.