Social media are mostly interactive platforms that enable the generation or sharing/ exchange of information, views, interests, and so on through virtual interpersonal networks and online communities. Some of the social media include blogs, microblogging, vlogs (videos), RSS feeds, social networking platforms such as Facebook and Twitter. The advantage of these media is to provide a platform for the generation of content through users sharing of ideas and thoughts through online discussions, opinion polls, news releases, video clips, pictures and so on. Social media has played an important role in the success of many online business owners. It has also provided them with the opportunity to connect with people from all walks of life across the globe. Through social media marketing, business owners have been able to attract huge number of customers worldwide and thereby increasing their sales and profits.

There are different ways in which you can use social media for your business but before doing so you need to understand its importance and advantages. Social media provides a platform for the viewer and user to interact and share their views with others, which in turn allows the audience to engage and participate more actively in marketing and promoting your product/ services. With the help of social media, you are also able to know the feedback of your audience and know what works best in engaging them. So before doing any sort of offline or online marketing, start building your brand identity in the virtual arena where your target audience can easily reach you.

Social media has helped companies to improve customer retention and brand loyalty due to the fact that it is a platform where your target audience can easily engage and discuss about your products and services with others. This has also changed the face of traditional marketing and advertising as it enables a company to get a broader perspective and broader reach for its marketing campaigns. With the advent of social media platforms, business owners have been given an opportunity to directly engage with their customers and generate instant feedback and responses. It is through this engagement process that a company gets to know what works best in their particular niche and helps them to shape their future marketing strategies.