If there's one thing every brand wants, it's a BFF—a Business Friend Forever. And while forming this relationship isn't easy, Century 21 has managed to establish a rapport with consumers through "Internet competitive content." According to Matt Gentile, director of social media for Century 21 and creator of its BFF term, Internet competitive content is any form of content that captures consumers' attention for the two to three seconds that the brand has them in their social feeds. Visual content such as memes, infographics, and videos do particularly well, he adds, and helps produce a consistent “digital drum beat” that gets people to return to the brand's properties.