Since its inception, social media has been an empowering, free marketing tool for businesses. It paved the way for personal, one-to-one interactions with brands, which seemed unimaginable just over a decade ago.  For the first time, DataReportal's Digital 2020 July Global Snapshot shows more than half of the world's population - 3.96 billion people - use social media.  It's a digital landscape ripe for the proverbial picking. Business owners can build brand awareness and improve customer loyalty easier than ever through social media marketing.  However, too often, companies make the mistake of wanting to be present on every social media