How does the social media audit tool help marketers maintain influence in the new consumer$-$controlled social media reality? In what ways can marketers leverage insights from the audit to enhance brand discussion and engagement? Based on the example of American Airlines and Delta, identify the problems and opportunities suggested by the social media audit. Which company do you think has a more successful social media strategy and why? Please cite concrete examples. Based on your analysis of those examples, what recommendations would you make to the less successful company for improvement?