Social media marketing is one of the most powerful tools we have to captivate and grow a target audience. Social media can feasibly reach anyone in the world, give us the power to engage with them however we’d like, and do so without costing us a dime. However, these benefits don’t come immediately—you need to harness efficient, effective strategies—and there’s a key area of opportunity that most brands and entrepreneurs miss because they’re so focused on the “traditional” social media relationship.