Stop thinking about social networks as a business tool for a second. Think about how YOU use it. Think about how your friends, your coworkers, and your family use it. As a community, we use social media for amusement, for sharing, and for inclusion. We laugh at tweets from our favorite fictitious characters. We share moments, ideas, and thoughts that we hope to spread far and wide. We also participate in event hashtags, brand campaigns, and social chats. Chances are, you’ll find a data point that backs the legitimacy of every social media use-case mentioned. But as marketers, it’s time to understand that social media is not meant for one distinct use-case—it follows us through the entire marketing funnel. The promise of social media was relationships. We’ve strayed away from that promise, but by sharing this social methodology far and wide, we can stay true to that initial promise.