Social media The most important aspect people look for in a social media feed is authenticity — and people will respond to authentic posts.  (Photo: Shutterstock)

When companies and individuals first began adopting social media for business purposes, they had very clear goals in mind: drive traffic and make direct sales. They were often robotic and impersonal; they might as well have flashed a billboard that read, "Go to my website! Buy my product!"

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