Social platforms are always switching things up on you - just when you think you've got your strategy all set, they release an update that throws everything out of whack, and has you scrambling to catch up.
This is particularly evident in their optimal image dimensions. Facebook's Page dimensions are always changing, Twitter releases an update and you have to re-format all your content. And you can't just ignore it - increasingly, social platforms are your digital first impression, where people are first coming into contact with your business. You need to make sure you're presentation is up to speed, and that you're maximizing your opportunities through your visual assets.