Introduction t was “one of those days.” Nothing was going as planned, and stress was mounting. Ekaterina sat back in her chair. She knew everything would work out, but that didn’t make the day less frustrating. A minute later she knew what she needed. It was time for . . . a boost. As any self-re- Ispecting social media strategist would do, she turned to Twitter, typed “It’s been one of those days today . . . @benefitbeauty #beautyboost,” and hit tweet. Thirty seconds later a tweet came back from Benefit Cosmetics. The tweet contained a pink-and-white image that said, “If being sexy was a crime, you’d be guilty as charged.” Ekaterina couldn’t help but smile. All it took was just one little tweet, she thought. The tweet was immediately shared. It was discussed in the office. It made women (and men, for that matter) smile. It was a hit. At that moment everyone’s day felt just a little bit brighter. Instantly transported away from their tough day, several people found themselves inspired by how the use of visual content in real time gave them a different perspective and, indirectly, admiration for a brand. As marketers, we appreciate the way #BeautyBoost visuals tell an ongo- ing story of how Benefit Cosmetics wants its consumers to feel good about themselves. The company even touts in its Twitter bio, “Laughter is the 1