Social media- you love it, hate it, obsess over it, or could care less about it. Either way, it continues to rapidly change and become increasingly embedded in most media we consume.

So why do we share and what is the importance of sharing online?  A recent Harvard study, examined the relationship between self-disclosure and the release of dopamine. Spreading thoughts via social media triggers the brain’s feel-good neurotransmitter. Our own Employee Engagement Survey shows engaged employees are more likely to be using social media than less engaged employees. Perhaps, those individuals more satisfied with their jobs are happier and more eager to contribute in the online realm.

During the past month, I’ve been involved with Brilliant Ink’s social media strategy. Check us out on Twitter, LinkedIn, and Tumblr. If you’re like me, you go through waves of activity and inactivity on social media. But representing a company is an entirely different ball game; a lot of creative thought and research goes into managing social platforms. Each channel caters to a different audience and employs unique methodologies and you must present a brand that can be differentiated from the rest. Often times, I express the Brilliant Ink brand through new ideas, emerging tactics, and industry trends. Finding a specific style comes with practice and trial and error.

Whether you utilize social media for marketing, keeping your closest pals by your side, or to ignite a revolution, choose a strategy that fits your specific needs. Keep track of analytics, which provide insight into what your targeted audience clicks, likes and shares.

So, if you find yourself loving the instant gratification received by people sharing your ideas, consider returning the favor. Who knows, maybe it’ll brighten their day.