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Years ago, commercial social media accounts were simply something you’d follow—a way to keep informed about the developments at your favorite clothing companies or breweries, to hear about sales and releases, or to simply view amusing content. You might comment on a post here and there. At worst, and at your most ornery, you might tweet at the airline who lost your luggage, hoping to be connected to some priority customer service representative, lest they let your thunderous, midnight fulminations make too much of a scene for their prim and professional page to bear. But by and large, for most of the previous decade, a brand’s social media account was a one-way street: they posted, and you read their posts. That brands have since become much more accessible, functional, and more interactive is one of the most significant social media changes businesses have yet experienced online.