Social media has come a long way in the last few years. What was once thought to be a medium for connecting with family and friends, soon became a channel for brands and businesses to connect with consumers. The transition, while at times bumpy as brands learned the limitations the new medium has, matured over the years. Today, social media is the easiest method for brands to have a one-on-one conversation with the masses. Brands have become more accessible as more people are associating themselves with their favorite brands.