The impact of social media transcends almost every aspect of our daily lives-work, politics, breaking news and more. It's almost universally used by both consumers and brands alike and is one of the most effective channels to connect with your audience. Social media gives marketers a golden opportunity to engage with their buyers across the entire customer lifecycle and on the platforms they actively follow for information. As a marketer, it's critical to know how to leverage social media marketing to build your brand, drive demand, and engage your buyers.