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In today’s digital world dominated by social media, businesses need to engage in a "two-way conversation" with their audience, to increase brand awareness and to stay relevant in their domain. The process of building a brand is much more than creating a dazzling social profile, as brands must present themselves in a manner that attracts audiences organically. With a focus on goals such as creating brand awareness, engagement, web traffic, brands need to have a robust social media strategy today. In addition to increasing their online exposure, 