Let me guess your social media user’s profile: I bet you are a fellow of the Egg Gang eying the world record. Or maybe, succumbing to peer pressure, you have recently scrolled your photo gallery to join the much-hyped #10YearChallenge. But you are not the only ones engaging in challenges: if not dormant, social media managers of consumer brands are riding the wave of these trends too. And if they are sleepy, it’s time for the wakeup call! Their competitors are participating w