Social media is essential to your marketing efforts. Where does your potential customer hang out? Whatever their preferred platform, you need to be there, with consistent content—information that inspires, motivates and builds brand loyalty. Keeping the conversation alive, actively monitoring communication with your audience—visitors, customers, evangelists and critics. As with other forms of marketing communications, your social media presence must constantly support, nurture and build your brand. Appropriate engaging content that maintains and builds your relationship with your target market.