Social Media is an incredible connection channel between brand and consumer. It is a cost-effective way of generating brand awareness, driving traffic to your website and getting face-to-face conversations started before consumers even think about buying your product or service. It also helps establish your credibility with your customers early on in the buying journey. Social Media can be used alongside other channels such as paid media (adverts) and earned media (press coverage) to create a comprehensive marketing mix that is tailored to the individual needs of your business.