<p>The ability to engage audiences through social media has been a game changer for any and all businesses.</p><p>You have to look no further than retail giant Nike to see that.</p><p>The sportswear and equipment company has dozens of blue "verified" check-marked Twitter accounts and Facebook pages that it uses to interact with consumers and sports fans.</p><p>"The digital world has upped the game. Staying relevant and different in the digital world requires a lot work, a lot of bodies, a lot of nimbleness, It's hard to know how far social space is going to go, but it allows us to react quickly," Kevin Kirksey, senior director of brand communications and digital for Nike North America, told University of Tennessee students on Thursday during the College of Communication and Information's three day social media event.</p><p><a href="http://www.knoxnews.com/news/2013/apr/05/social-strategy-is-a-must-for-business/">Keep reading...</a></p>