Social media has an extremely broad base of user. Business organizations show major keenness in using social media for the purposes of business, specifically being strategies of recruitment, marketing and communication. There has been a consistent rise in the sources of social media, the impact of which is a penetration in all types of businesses. Social media is used more often as a source for spreading knowledge and information, such that the opinions and views of the people are changes. Social media plays a crucial in the marketing tactics of business that is further crucial for creating new opportunities business, developing a stronger position in the market or modifying the behaviour of consumer. Not the same as traditional media, where there is offering of one- way experience under which outlets of media broadcast information for the consumption of public, social media is known to be offering a two- way experience of interaction. Unlike the customers in the sources of traditional media, customers of social media can make direct and instant interaction with either the authors or originators of the information proffered.
They can come in interaction with one another. The cross communication and interaction that has been made possible by social media has been making social media extremely influential precisely. Social media has enhanced the scope of mobile and web- based technologies for turning communication as a dialogue of interaction. There is no chance that communication can be considered as one way, broadcasting or even sensing across a passive group of stakeholders. Social media helps in the provision of better scope of two way conversation, and often, this conversation involve multiple dimensions. Social media helps in engaging everyone in involvement with the business. Social media takes over a number of different forms that include social bookmarking, rating, video, pictures or photographs, podcasts, wikis, micro- blogging, social blogs, weblogs, internet forums, and magazines. With the global revolution of social media, there is no denial in the fact that social media such as Skype, MySpace, Orkut, Twitter and Facebook are extensively utilized for the key purpose to communicate.