In today's digital era, people are grappling with the difficult issue of using technologies that make their lives better or easier, but also erode their fundamental rights and values. While these tools enable people to communicate and connect with the world, they often impinge upon a user's right to privacy, free speech and an online existence. As ongoing political and legal disputes around the globe — chiefly involving Google — have shown, these technologies also frequently fail to offer people the right to be forgotten.
Whoever wrote, "If content is king, then context is queen," couldn't have been more right. When it comes to social media marketing, and advertising in particular, the context of a platform must define how a brand is represented. The language you use, the messages you promote and the manner in which you engage with consumers has to meet their expectations for a particular social media network.