As we are learning in our Social Media Marketing class, it is helpful to earn certifications for various social media platform. Social media is a rapidly developing and expanding field, so having the most current knowledge will help continue to grow in the social media market. Social media plays an essential role in the online purchase journey and learning how social media behaviors are changing on a global scale and market will ultimately help us be better marketers. By paying attention to which demographics are engaging with your social media channels, how users are spending their time on these platforms, and which devices are being used for social networking, we can gain a lot of knowledge about our customers.