Social media has evolved significantly since 2004. There are now over 2 billion active social media users engaging across major platforms like Facebook, Twitter, and Instagram. To measure the success of social media marketing, brands commonly use engagement metrics like links, photos, and videos posted as well as user growth and interactions. The document provides tips for brands to leverage different social media channels including adopting new features, adjusting to algorithm changes, and revamping influencer strategies in order to build their brands and engage with customers.