Once upon a time, social media was free. It was a place where brands connected with consumers organically, with give and take, and conversations at no cost. It became a powerful tool for public relations practitioners and brand marketers to spread their messages. Brands were jumping onto Twitter and Facebook right and left; business leaders and owners took to LinkedIn to share their expertise. Everyone started blogging. For many years, social networks were considered the perfect platform for reaching desired audiences with a low- or no-cost threshold.