Social media was once just a place to connect with friends and family, share memes, and gain followers. Now, it is a place to build relationships, generate awareness and engagement, and reach business goals. Some businesses thought they could hire an intern to “do their social media.” And in some cases, that may have been sufficient before. But in today’s competitive landscape, it’s a whole different ball game. Simply posting to your social media pages isn’t enough; in most cases, you have to pay to play.