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The social landscape was, unsurprisingly, seen as a marketing platform for years. This was until the evolution of customer experience from just a concept to an organization-wide priority and the digital transformation of the modern-day customer. As a consequence, social media evolved into something more holistic. Today, the image that your business has on social platforms goes way beyond what you are selling. What matters, even more, is the communities you represent, the type of experiences you deliver, the culture that you nurture within your organization and how far you go to ensure that your employees are engaged.