Technology can be great for professionals to use in order to reach out to new audience members. However, there are some negatives to watch out for and there are some tools to help a professional make the right choices when it comes to social media and technology. Social media can be a great tool for a professional to use because it can connect them directly to their target audience through video, photos, or posts. But there are a few downsides to social media because of how addictive it is and how people sometimes become annoyed by being bombarded with advertisements. “Brands often encourage consumers to engage with them across social media platforms (e.g., Facebook, Instagram, Pinterest, Twitter) in several ways (e.g., prompting likes, reshares, product posting)” (Grewal, Stephen, & Coleman, 2019). As a communication professional looking to move into the social media area of a company, it is nice to see consumers post about the products they have purchased. By having the customer show off their personality through the product they purchased, it can help promote the brand as well as make they feel confident in their choice. However, there is a negative side to always showing what a consumer has posted because those posts can be negative depending on how the customers experience was when they were buying the product.