Furthermore, it would seem that more companies are realising that social media messages are meaningless without something substantial behind them. One of the founders of Twitter, Biz Stone, said in an interview in 2013 that "without longer-form, deeper-dive, more relevant conversation, I don't think social media would have anything to be social or media about." In other words, if your Tweets, your Facebook posts and your Pinterest pins don't lead back to longer articles and blog posts, you may as well have not bothered.