In today's social media landscape, customers demand more from anonymous businesses. They want to know everything about a company, even the people behind the brands they love. The more people you can get your audience invested in your brand and involved in the community, the better. This is especially true for newer, smaller companies that need to develop creative approaches to set themselves out in the marketplace. The CEO, social media manager, and fulfillment manager are all appropriate candidates to be introduced to a small business. In larger organizations, this can be confined to the social media department.