Professional use of dedicated social media accounts can effectively grow a brand’s online reputation. Social channels like Facebook and Twitter rank well on Google, and when potential customers search for a brand, service, or person, some of the first hits will likely be a focused social media account. Firms can therefore push down irrelevant listings about their companies with an intentional and engaging social media presence, as well as provide a controlled outlet to increase positive posts with efficient SEO. Another benefit of having a presence on these sites is being able to respond quickly to both positive and negative response from the public. Utilizing SEO within responses, social media platforms allow businesses a medium with which to professionally respond to consumers, while also boosting positive Google hits. Firms gain from having modern ways to express the strengths of their brand and to address concerns expressed by clients. This will be particularly important in 2016, as ICMediaDirect expects more platforms to be indexed by Google so that social posts will soon have equal value as standalone web pages.