Social media is a big deal for businesses because it allows them to engage in conversations with consumers, build stronger relationships, monitor brands and products, improve customer service, and gain competitive intelligence. While many services are free, implementing and running effective social media programs takes time, money, and resources. Social media is not about the tools or numbers, but having clear goals for how the tools should be used and integrating social media into marketing and sales activities. Developing a social media strategy involves discovery, creating a strategy, and implementing tactics. While social media requires a lot of daily work, it can be measured through activity, sentiment, demographics, location, website traffic, leads, and sales.