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Social media has evolved beyond just sharing funny cat videos or reconnecting with old friends from high school.

It has become one of the largest marketing and communication tools for businesses across the globe.

You may ask yourself what is social media really?

Social media has expanded through several digital platforms where content is distributed, shared, and engaged with. A few well-known platforms include Facebook, Instagram, LinkedIn, Twitter and many more.

To establish your organization as a modern enterprise during one of the fastest moving times of innovation and technological development, social media is vital.

While several businesses have already adopted the use of social media, there is still the question of are they using it correctly?

A key component of social media is continuous and instant engagement whether that engagement is shown through interacting with comments and inquiries directly over the platform or distributing content.

“The first rule of social media is that everything changes all the time. What won’t change is the community’s desire to network.” Tweeted Kami Huyse (@kamichat) CEO of Zoetica Media and a PR & Social Media Strategist.

A detrimental flaw in a business’s use of social media is not developing a central goal or message when initiating the use of social media, leading to wasted resources and time. Like any other marketing or communication plan, social media is about connecting with an audience that has an interest in what the business is providing.

A follower count, likes, reshares and comments are great ways to develop and track the level of engagement and overall success of a business’s social media, allowing the opportunity for reflection and evaluation to change marketing tactics.

Today’s marketing landscape significantly differs from that of 10 years, the strategies for customer engagement has evolved and on social media platforms less is often considered best. Content is expected to be shorter and straight to the point as those browsing their feeds will not often stop to look at something that takes up too much of their scrolling time.

Social media is apart of the present marketing landscape and will most likely remain a vital element of communication in the future, and it’s a business’s responsibility to remain a link in the connectivity chain.