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.

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