feature USING SOCIAL MEDIA TO ATTRACT AND RETAIN CUSTOMERS O S T O R Y B Y nce upon a time, social media meant going to the movies with your friends. Not anymore. In today's world, social media means posting a photo of your take-out Chinese dinner or your latest Netflix pick on Facebook. With the touch of a finger, you can be social without actually seeing or talking to another person. But no matter which side of the social media fence you are on, it is becoming more entwined with your personal and 22 avionics news * november 2016 D A L E S M I T H business life every day. So like the specter of a root canal, you might as well learn all you can and do what you can to make the best of it. One of the first things many of us in a certain age group must come to grips with is understanding the basic differences between social media and social networking. According to Steve Randa, aviation marketing expert and managing partner of Jajo, the terms social media and social