Social media has revolutionised digital marketing for Adelaide businesses, because it allows brands to interact and communicate with their target audience in an intimate and distinctly untraditional manner. A big mistake of many businesses when first commencing social posting, is that they cannot let go of the rigid business/customer dynamic, and use their pages to push sales all the time, which will result in a block, an unfollow, or even a negative review. The goal should be to shed this strict professional relationship and connect on a human level with a two-way dialogue rather than a unidirectional sales pitch. Of course every brand wants to increase sales, but the way to do this is with emotive content across various media channels and platforms which resonates with a niche audience to build a lasting relationship. Think not of growing consumers, but of loyal brand advocates. In the social realm, the consumer is more powerful than ever, and businesses need to appreciate this by monitoring feedback and engagement to optimise their social presence.