One of the breakout sessions I attended in Austin was centered on social media. The topic is not surprising but what I took away from the session was. The main point communicated was that to be successful, your social media efforts require achieving four foundational elements: Awareness, Advocacy, Loyalty and Consideration. Success from social media efforts means your target is made aware of your product, becomes an advocate for your product, stays loyal to your product and in the end considers it strongly when making a purchase. Achieving this, requires that your brand is consistently and continuously true to its core essence throughout all social media channels. Want more followers, more likes and more social media presence, you must be confident, be consistent and be true to what your brand is all about – always.