Major brands face challenges with social media including generating direct revenue and dealing with large volumes of customer feedback and content. While early social media practices worked well for small businesses and allowed basic interactions, the landscape has changed dramatically with over 600 million Facebook users and increased expectations from marketing professionals. Best practices that used to work, like targeted Facebook ads and live chat events, need to evolve as consumers and the social ecosystem change. Moving forward, companies must focus on being human-centered in their social approach by prioritizing customer needs over brands and allowing experimentation.