Staying current on marketing and advertising trends these days includes adding social media. Traditional marketing and advertising costs can amount to thousands of dollars and the effectiveness and value on the return on investment can be difficult to judge. On a budget, it can be hard for a company to cover the entirety of what they do through traditional marketing. By utilizing social media, companies have the opportunity to generate specific messages for their target audience and create conversation for all to see and be a part of. Social media allows potential for increased brand awareness, higher website traffic, and will create a positive identity with your audience.