It turns out social media wasn't a fad after all! Brands are now fully on board with the idea that they can build connections with customers online that generate loyalty, advocacy, and sales. They've invested in scaling customer communities, hiring professionals to manage them, and integrating them into the business. They've launched new channels as the social space has evolved—sometimes strategically, sometimes haphazardly. Many marketers now find ourselves with massive volumes of incoming communication, communities expecting to hear from us every day, and ever-higher creative standards to meet.