Thirty-five years ago, one of the only ways to efficiently reach consumers was through traditional media - usually one of the three television networks or a national newspaper or magazine. Today, of course, digital and social media platforms predominate. Even business customers are influenced by the content they view on social media. Social media is a powerful element of any PR or marketing program because it can amplify the earned media coverage generated by PR and target consumers directly with relevant messages, stories, and other content.