The debate over whether or not your company should engage in social media is long over: Your target market has been posting vacation selfies on Facebook, showing off restaurant meals on Instagram, and live-tweeting about Game of Thrones episodes for years. Over 2.3 billion people around the world use social media, including 58 per cent of Canadians, so you can’t afford not to be there. Most companies get this. But too many marketers are still making the critical mistake of equating the sheer size of their audience with social media success. Social media is NOT about collecting followers like mint-condition baseball cards. It IS about building real relationships with those followers.