The impact of social media transcends almost every aspect of our daily lives—work, politics, breaking news, and more. Activity is higher than ever before, and it’s almost universally used by brands to engage with buyers across the entire customer lifecycle.

With a strategic approach and the right tools, marketers can choose the best social platforms for their brand and efficiently distribute relevant, measurable content across channels. A solid social media strategy helps guide buyers further along the customer lifecycle—and ultimately brings more revenue to the table. Having a presence on social media channels is no longer optional for brands; it’s expected.