Social media content developers and strategists are often tasked with the seemingly ambiguous task of increasing brand awareness. While ambiguous, this task is not impossible, and many large firms rely on in-house metrics tracking to determine their success. Smaller businesses typically turn to social media companies to manage their strategy and analytics. When determining which metrics are worth tracking, it’s imperative to have a clear business goal or objective. Call it the observer effect – you don’t know what you’re going to get until you measure it.

To take a picture is to capture a moment in time. Each captured image has the potential to carry its own unique feeling through time, and bring you back with happiness and wonder to the origins of that moment.1  “I grew up around lenses, my dad worked in television and seeing life through a lens seemed more real to me” 2 says Paula Capella.  Paula Capella Photography not only captures those precious moments, but uses social media to capture important information to help grow her small business.