Brian Bennett, president of STIR Advertising and Integrated Messaging - a Milwaukee advertising agency, lectures at University of Wisconsin-Milwaukee and reviews the consumer research study that highlights the importance of sharing the various aspects of your brand (dialog, experience, goals, values, product, history), and which create an important connection with your target, building brand loyalty. This study helps highlight not only how important social media can be to your brand, but the results provide a blueprint for how to conduct your social media program to be more effective.