Social Pilot suggests that over 2.5 billion people worldwide have active social media accounts, making social media platforms an exclusive and rising space for businesses to connect with their current and possible audience. Not only does a social media footprint provide universal reach, it is also highly budget-friendly. According to ValuePenquin, maintaining a robust web presence may even get you a business loan sanction. Smaller business lenders such as Kabbage look into a company’s social media data when gauging a loan application. Firms around the globe are rushing to generate presence on social media platforms such as Facebook, Snapchat, Instagram, Twitter and Pinterest in order to foster their brand and to develop strong foundational footprints. In this urgency, what is often overlooked is the importance of managing and maintaining the content that outlines the reputation of the brand. Social media footprint, the way that companies leave behind through various online channels, whether through a tweet announcing a political stance, an unrequited client request or a scandalous image, could develop into a disadvantage over time if not managed wisely, according to Nick Kohlschreiber.