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Traditional marketing and advertising did not leave much room for the inclusion of community. As a result, open discussions among individuals did not occur the way they do now. Through social media channels, consumers actively praise or vent about products and businesses in a brand new, eye-opening most companies are not accustomed to. However, social media marketing means you can become part of the conversation. Target demographics are easier to map out online, thus making it simpler for your business to attract and retain the right target audience.