Have you ever published a piece of content that was meant to inspire, but then angered people? Social media is tricky. And as the platform evolves, so does its users. There is no telling how consumers will react and respond to content, if they react or respond at all. The truth about content consumption on social media can hurt. Just when you thought your content marketing strategies are working, given that you are publishing consistently, they’re not. Nearly two-thirds (65 percent) of American adults are active on social media, according to Pew Research Center. The number cuts across age, gender, and social status. It also cuts across interests, preference, or orientation. Content marketers can control their content, when and what they publish, but they can’t control behavior. This is why audience or market profiling is very important. Marketers must at least know what these behaviors are and what triggers them so that they strategize their digital marketing efforts more efficiently.