Success in business requires a willingness to evaluate the steps you have taken and make changes when and where necessary to meet your goals. And if you’ve been focusing your social media strategies on ads alone, now is the perfect time to reconsider and make a change. Why is a change in order? It’s simple: Today’s consumers are making more of their buying decisions based on the recommendations of their peers. To get more of their dollars, you have to make it onto and stay on their social-sharing radars.