I'm sure you've read a million stories now, in "old media" about all the problems with social media. People talking about what they had for lunch, celebrities humble bragging about their lives. If you follow celebrities or listen to anything "old media" tells you about social media stop right now.
Here is how social media works, you post an instagram, someone likes it. Their bio is a facebook link to their store. You check out the link and the place looks intriguing. The next thing you know you're in Walnut Hills visiting Hinge, David and Amanda's new up-cycle & vintage store on E McMillan in Walnut Hills.
Turns out that David and Amanda have recently moved to Cincinnati from Chicago and seem to have really embraced the neighborhood and it seems to have embraced them too.