Going Social Means Caring Socially
People use social media to showcase what they care about with others. It's not enough to be a profile picture with interests anymore. People want to show their greater purpose. We saw this with the marriage equality campaign on Facebook only months ago when the Supreme Court ruled on gay marriage. Millions of profile pictures changed to symbols of equality. If people are doing this to their own profiles, it's only a matter of time until this kind of behavior extends to and is expected of brands.
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