It's helpful when people advertise their services on social media.
Rachel has started a new business geared towards young people and it figuring out how to get the word out to the community.
Rachel wants people to know about her business.
Knowing she is trying to target a younger crowd, Rachel buys ads on social media and targets them to local users.
Rachel decides to spend her advertising budget on ads in local print newspapers.
Rachel is pleased when many customers at her business mention seeing the ad on social media.
Rachel's target audience never sees the ads and Rachel is disappointed by the performance of her business.