Over the past several years, there’s been a major shift in the way companies and brands communicate with their audience. The emergence of social media has set the stage for a different type of customer experience, one very different from the cold-call, door-to-door model boomers grew up operating under. The accessibility of multiple, multi-dimensional communication platforms like Facebook, Instagram, Twitter and YouTube, has forced brands to take a much more relational approach to attracting their audience.

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