Is it just me or does it seem like more catastrophic events take place nowadays than ever before? While it may appear that way, the reality is media coverage is much more intensified and stories that in the past would go uncovered, are now heavily scrutinized in our media climate One of the biggest reasons for the abundance of stories being covered is social media.

While anyone can break trivial news by reporting an event they witnessed on their Twitter feed, major events are also covered via social media platforms. For instance, people curious to find out if a loved one who attended the Boston Marathon was ok could look to a Facebook page or a Twitter account to see the current status of a loved one. This sort of immediacy is something that the world has never known before but something that is obviously here to stay.

Businesses have also become fanatical about trying to crack the code and leverage social media more to their advantage. I get questions all the time regarding ways to intensify the value of your followers on Facebook or Twitter, and the reality is that all situations are very unique. What strategy may work for one company may not work well for another because of the vertical they are in. I see so many companies with cookie cutter social media plans that treat all clients the same, and there is absolutely no value in this.

Social media is about engagement and getting people to become more loyal to your brand or your message. Many companies just put out basic offers via Facebook or Twitter, but have no real substance behind their messages that will drive interest to their social media sites. The fact that social media has grown so quickly, leaves many companies lagging behind as it continues to advance.

Embrace social media as it is here to stay and the fact is that over time, its utilization will grow dramatically. It’s hard to imagine a time when people weren’t so well connected, but the key for marketing lies in the ability to leverage all those connections effectively through digital strategies. While no two strategies may be the same, carefully constructed strategies can be very successful.