The ubiquity of social media long ago crossed the gap away from ‘widely popular youth craze’ and is now firmly in the territory of ‘essential facet of everyday life’. In that respect it resides alongside everything from telephone numbers to credit/debit cards, and car insurance. All the sorts of things that businesses of every kind must, at the very least, acknowledge the existence of, and at most restructure their entire revenue model around it. It used to be that businesses entering this arena in a less than understanding way could just be ridiculed as being out of touch (memes such as “How do you do, fellow kids?”…