ABSTRACT
Social media is current and trending as a communications channel. One of the biggest attractions to social media for businesses is the potential audience. A 2014 Gallup survey of 18,000 US consumers report that people primarily use social media to be social. Despite popular opinion, social media marketing does not work for every business. Financial advisors, for instance, have regulatory organizations that restrict the information they can share and the comments they make on that information. The internal costs of staff and resources to develop social profiles, create content, and build engagement comes from somebody's budget. Retail fashion is a good business for social media engagement; it's largely women (ages 13- 55) sharing content (mostly pictures and links to articles) and discussing what they like and what they don't. Those familiar with social media can probably recall seeing a fashion brand on social media for one thing or another.
