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It is believed that social media are the ideal venues for spontaneous and informal communication with a wide audience. Social media gives scope to engaging in interactive public and private discussions and assists in collaboration. This spontaneity and informality has been the trend for a few years now, they play a positive role in the area of sales, marketing and social networking. As more and more businesses, organisations and companies have started using social media services and technologies, innovations have excelled. Many new technologies keep emerging every now and then; these are fostered and embraced by people if it is the latest and in trend. Some social media technologies live and some disappear. The ones which have succeeded have made it big and it seems like they are ever growing. YouTube, Facebook and Twitter are few to mention, they have grown huge in a very short span of time. Many companies in the new era are taking the advantage of social media services and are benefitted in terms of growth and business. Companies have started investing time and money in these technologies more than other areas in marketing. Social media marketing is just next to television and newspaper marketing however, the audience is unbelievable as it is global and there are no limits. Companies who do not have social media services are in a hurry to adapt one that suits its business. Competition is fierce within social media now; people have started buying products only when influenced by social media. Companies also benefit from quantifying and measuring the interactions between them and their customers and also the interactions with other companies. Social media is about facilitating a dialogue between brands, customers, and other consumers. It is very important for existing and new companies to adapt this successful social initiative and gain advantage over their competitors.
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