Lisa Roolant_is the London-based Lead Strategist for_audience.io, a New York and London based audience development company. This post originally appeared on the Percolate blog. Gone are the days when companies contemplated the benefits of engaging in real time, two-way conversations on social media. Even in 2012,_73 percent of Fortune 500 companies_were already active on Twitter. The journey toward building a brand that consumers trust is pursued through one steadfast principle: the ultimate humanization of the brand. Today, this journey takes place almost 100 percent on social media. We often forget that behind every tweet, post, pin or hashtag are individuals:...

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