Taking advantage of dedicated social media accounts is an impactful way to effectively improve digital reputation. Sites such as Facebook and Twitter perform well on Google and when potential customers search for a brand, service, or individual one of the top hits will likely be a focused social media channel. Businesses can then push down negative listings about their companies via a thoughtful and engaging social media presence, as well as have a controlled outlet to increase interesting postings with effective SEO. Another benefit of having a presence on these sites is the ability to respond quickly to feedback, both positive and negative. Incorporating SEO into responses, social media platforms provide businesses a medium through which to proactively respond to consumers, while also increasing their Google rankings. Brands gain from having relevant means to express the strengths of their services and to address concerns of customers. This is going to be increasingly important in 2016, as ICMediaDirect predicts Google will index more platforms so that individual posts will soon have the same value as standalone web sites.