When social media first hit the marketing scene, it seemed too good to be true – who had ever heard of a method for bypassing cold calling and email blasts, and connecting directly with users for free? Businesses viewed social outreach as a revolutionary tool that allowed them to expand their marketing efforts tremendously to reach their audiences at no cost. Posting to the social sphere was quick, easy and far-reaching but as social platforms gained popularity, the tragedy of the commons took over; before long, social media channels were inundated with content of varying quality, making it nearly impossible to tell what was legitimate and worthwhile, and what was not. The value of social media used to be found in its incredible accessibility and widespread reach for free. Now, its value lies in meticulously selected paid placements.