Social media usage continues to grow and provide more resources for brands to reach their target audience. Social media is not only an outlet to share the latest news and trends, it is a channel that allows effective communication. This is an opportunity for brands to engage with their audience, learn ways to improve and join in on conversations outside of their own brand. Whether a brand’s goal is to build awareness, create a unique voice that puts their name on the map or strengthen consumer trust, they can accomplish those goals by dedicating time to developing a social presence that stands out. “Social networks are the biggest source of inspiration for consumer purchases with 37% of consumers finding purchase inspiration through the channel,” according to PwC’s Global Consumer Insights Survey. New and existing customers are turning to brand’s social media channels to form an opinion, this is why it is vital for brands to ensure quality engagement and content.