Over the last few years social media has really exploded in popularity. Individuals to small businesses to giant corporations have picked up on this and have been using it as a dangerous arsenal against consumers.
With sites like Facebook, where there are 500 million users, the messages trying to be portrayed can reach virtually everyone. These users also help by re-posting the content to their friends, and with features, such as Likes and comments, you get instant feedback on everything.
There's a downside to this as well, as people can be negative as well and everyone following the business can see it.
The benefit of social media is for the business and its consumer to relay information back and forth to each other. Some even use services, like Twitter, to talk directly to their fans/consumers.
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