The Internet has always been used for communication, and with the development of social networking sites, the way in which media is shared and people stay in touch has been transformed. Web users can easily send messages to each other, share photographs or post events with sites such as Facebook
, which has sparked their boom in popularity.
This overwhelming rise in social networking has also opened up a new medium of communication with consumers and brands are able to directly interact with a global audience. Using social media as a marketing channel can be highly effective, but very few brands seem to be able to successfully employ its full potential.