"Social media is a channel through which billions of people engage with their friends, family and brands every day, but it is radically evolving beyond that, making it the company's most powerful and insightful tool. However, too often, this information never leaves the marketing department, keeping valuable data in silo for teams that could benefit most." With today's consumers spending up to nine hours a day online, social media has proven to be the most effective way for companies to reach new audiences worldwide. Brands have undergone significant changes on the demand side with increased transparency, increased customer engagement and an overall change in their behaviors. The "always on the move" mentality of social media has required the creation of jobs that did not previously exist in order to manage the impact that social media has on the company. Social media are deeply linked to a series of platforms (Facebook, LinkedIn, YouTube, etc.) that control distribution. They are the plumbing that allows (or does not allow) the distribution of content. Today, social media platforms such as LinkedIn and Glassdoor are one-stop shops where job seekers can find information that was not previously available. For example, both platforms help users know their value by using salary comparison tools - tools that did not exist before social media. Current employees are encouraged to share their salaries, benefits, positive experiences and even negative experiences online, which then become accessible to the mass. Although these platforms are dominant, they also provide a brand-new ecosystem on which entrepreneurs can rely. Ninety percent of social marketers surveyed said that investing in social media has a direct impact on their company's revenues, but communicating this priority across departments creates barriers. Companies are so invested in social media that they have created an industry in itself, tools that work strictly for social media and social media marketing are increasingly appreciated and easily accessible. This has disrupted the traditional advertising model and these platforms have become one of the largest companies in the world due to their market capitalization.