Progressive businesses that grasp the speed and scope at which this is happening are wise to use social media to their advantage. Social media allows businesses to build more meaningful relationships and get to know future consumers better. A business can build a fan base and receive feedback from their target audience. It can create new avenues of traffic that lead people to their products and solidify their identity to the consumer. The David Eccles School of Business realizes this shift in the way business is done, and makes it a priority to incorporate it into the curriculum to help students embrace their futures in the business world.