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Most of us are on social because it’s where everyone hangs out online, right? It’s a must-have for any business wanting to stay relevant. The easy trap is to jump into the social space without asking “why” we are out there in the first place. Why do we have a Facebook page? What’s our real purpose of being on Twitter? Is a site like Pinterest a good idea? Quality social strategy isn’t just about winning the popularity contest and garnering more fans than the next guy. This talk led by Chad Bryant and Drew Hawkins will take a look at the forgotten utility of social media. That, at the end of the day, it’s a tool to more efficiently connect with consumers and not necessarily garner a lot of fans without a plan.