Brands use social media. They have pages, feed, likes, comments, updates, tweets, etc (they tick all the right boxes), but do they use social media to its full potential? Probably not.
Take a listen to this quick talk by Gary Vaynerchuk, who mentions that brands will need to become a lot more human and start reacting, caring and engaging like one. Gone are the days where brands could mass produce messages, and please welcome the time where genuine one-on-one conversation becomes king.