Social media is not a fad. It is not something that will pass you or your company by. Social media has far reaching effects that will permeate into every business, reaching all job roles. It is worldwide and pervasive. So you need to consider your strategy and how you plan to engage with your customers. Having an effective plan to bring social media into your marketing campaigns and grow your audience reach can help you to gain an advantage over your competitors and grow your market share.