Social media (often referred to as Web 2.0) is by definition, the use of user or customer generated information to communicate and interact with each other. Perhaps the most universally known area of social media is 'social networking', with the most popular platform being Facebook. Linked-in and Twitter are further examples of this. YouTube, the website for sharing videos amongst internet users worldwide has also taken the world by storm.

Through these various outlets of social media, the opportunity for businesses to reach target markets for products/services is endless. The marketing, branding and advertising, alongside interaction with customers has brought the commercial experience to a new level. Not only is having an active presence through social media essential to all businesses, it is key that the social media strategy is integrated, targeted and of value to those being interacted with.