The world is a far different place in 2014 than it was even five years ago when it comes to consumer/brand relations, with consumers being more connected to their favorite brands than ever via social media.

The concept of "synergy" gives marketers of all types a constant and steady ideal outcome at which to aim. Synergy results when two elements combine to create something greater than the sum of its parts.

Facebook users know the pros and cons of the people they follow. Personally, I can't wait for updates from some of my friends, but I'm less than interested in a lot of the other things I find in my feed.