Social media are mostly interactive platforms which allow the generation or sharing/ exchange of ideas, interests, opinions, and various types of personal or business information through virtual networks and online communities. It is used by business people to advertise and market their products and services. With the advent of social media marketing, many companies are exploring the options and looking for the new tools that can be used to target potential customers. The growth in Internet has opened new doors of opportunities and understanding for all kinds of organizations who want to increase their customer base, interact with customers on a more personal basis, and boost sales.

In today’s world, social media users are more tech-savvy than ever, with high-speed Internet connection and access to cell phones, portable devices, laptops, and webcams. Thus, users can share photos, videos, text, or any type of content with millions of people around the world within minutes. This accessibility and mobility make social media networks an ideal channel to spread awareness about a brand and its products and services. Moreover, it makes it easy for businesses to engage customers in discussions about a particular topic, gather feedbacks on a product, or ask questions to identify specific needs and requirements of consumers.

Businesses are now using social media platforms to provide answers to customers’ queries and help in product reviews. Branding is enhanced through active engagement with customers through these platforms. Furthermore, social media allows easy monitoring of customers’ responses to advertisements posted on their wall, comments left on their status messages, or replies to their threads. Many people are now posting links to their Facebook and Twitter pages so that they can be reached by anyone interested in what they are posting. With so many people utilizing these social media platforms, brands must be proactive in using them to promote their business.