When done properly, social media can build meaningful relationships. Marketing with Twitter and Instagram is so cool because it allows you to interact with your customer base. When you read the tweets, as well as status updates of your customers, you will be able to gain some insight into their everyday lives (and therefore adjust your online marketing strategy). What do they love to buy and why? How do they spend their weekends? What type of posts do they love sharing and from what sites? Social media can also be used as a tool to connect with complementary businesses, those that do not compete with you; authorities or influencers in your field; and journalists that cover your industry. At times, simple retweets can end up in becoming besties.