This is one of the main illusions of marketers and agency people. Most of us see social media as various internet platforms our brand can fit into. But actually it is not! In digital landscape, social should be the feature which transforms everything we do in digital to a two way dialogue. Be it a comment box in a website, or a digital campaign lead by user generated contents. Indepenedently from a certain platform, each & every digital initiative could have social features.