Social media is the new era of media and it is here to stay. One of the hardest challenges for a business is to embrace this change, which appeared suddenly and continues to expand and develop at an exponential rate. There are almost limitless possibilities to expose and develop a brand through a variation of free and paid platforms that continually grow and evolve. One of the biggest obstacles is overcoming a landscape developed for consumer-to-consumer interaction, and turning it into business-to-consumer interaction. Online interaction has now become a branding game, from Snapchat filters to hashtags. It is almost impossible to interact online without developing some kind of brand. Businesses must be able to navigate these waters to cultivate their brand online. When doing this, you attract like-minded brands created by consumers who are now interested in what you must say. Lubbock businesses must leave the dark ages and embrace the new era to develop their brand online and through social media management create content that engages and convinces online users that associating their brand with yours is beneficial to them.