When people talk about the transformative innovations shaping business in the 21st century, you may hear them talk about the influence of automation or the impact of increasing globalization. But one of the most revolutionary aspects of the digital revolution often goes unmentioned: social media.

Because so many of us tweet and post and share day in and day out on our personal accounts, it’s easy to think that social media is… well… easy.

But social media has completely transformed the way businesses connect with their audiences. And as any Founder who has struggled and failed to drum up an online audience for their brand can tell you, effective social media strategy is deceptively hard to get right. It takes a delicate balance of strategy ...