Social media has existed in various forms for several decades, but came in to mainstream notoriety in the first decade of the twenty-first century with the debut of a number of sites (e.g.MySpace, Facebook,LinkedIn,YouTube, etc.) that soared in popularity and access.
While still in its infancy, social media is impacting the way individuals communicate with one another and creating disruption across the media industries.
Social media has taken on greater importance by capturing the attention and interest of consumers, marketers, advertisers, and businesses. While the number of socialmedia users changes literally by the hour, it is clear millions of people are using social media around the world. The wide adoption of social media has created more confusion and challenges for the media industries, as social media has become yet another platform to engage and interact with consumers. Media companies do not have a choice; they must now include social media as part of their overall digital strategy. But what exactly is the strategy in adopting and utilizing social media? That is the central question to investigate.