Social media has brought people together in ways that were unimaginable just a decade or so ago, enabling us to forge or rekindle personal connections while presenting affordable possibilities to expand branding, credibility, and influence on a global level.

Many businesses—large and small—are still catching up with technology, looking for ways to leverage these new opportunities and develop strategies to harness social media’s potential to achieve their marketing goals.

It’s a safe bet that social media platforms will continue to innovate and evolve. The companies poised to make the most of those changes will be ones with flexible strategies that can adapt as tools and user behavior shifts. Five-year plans are ...

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