Ten years ago, many of us thought that email would be the biggest change that would happen in our lifetimes affecting how we communicate with one another. We were wrong.

Today, it seems, what’s changing us and the nature of our interactions with one another—and with our customers—is social media. All of us, around the globe, spend a lot of time on any number of platforms.

In fact, the typical digital consumer spends about two hours on social networks and in messaging services—each and every single day.

If your focus is marketing and you’re not reaching people where they are on those social media spaces, then you’re not doing your job.

If you’re reaching them but failing to follow social media best practices, then…