While social media’s acceptance by and importance to the consumer has ramped up rather quickly, those who believed it had relevance to digital marketing were thought to be making a mountain out of a molehill. Well, that molehill has turned out to be more like Everest. A social-media strategy has clearly become a marketing must-have. These days, marketing channels, platforms, and tools that lack a social component–some way for consumers to actively engage with your brand–are probably doomed to failure. But what worked this time last year might not work today, for this is a rapidly shifting landscape that must be mapped out regularly.