Social media is the most significant resource that an organization is taking as an advantage to communicate with the target market faster. Social media marketing is a process that allows individual to present their own web sites, products, or services through online social channel to communicate in a wide community and listen to that community-which is not possible with traditional advertising channels (wienberg, 2009, p. 3). The reason for organization to analyse and strategize through social media is people are more online communicators comparing to last one decade. Studies have shown that people are becoming more social and more interactive with others, but the style of the communication is so changed that the people are finding no time to see face-to-face (Qualman, 2012).

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Social media contributes to have a strong customer relationship management, people who are having similar behaviours, needs, wants, and perceived value from any product will share their experience with each other. The most fundamental principle underlining this approach is application of ‘customer orientation’ to understand barriers target audience perceived to adopting the desired behaviour and benefits they want and believe they can realize (Kotler & Lee, 2012, p. 10). Web services allow the customers to engage with the organizations touch point with the likes of facebook page, web address, e-mail, etc. Customer is given the power to share the cognitive indifference with the society, family, and friends globally and seeking the further solution from the organization. Technology is drawing the attention of the customer behaviour and is the controlling channel of organization. Despite social media is a new developing phenomenon for marketing, customers using social media platform generate, edit, share online information about companies, products, and services. They can also create online communities and networks that direct where information flows out of a business control. Customer perceives this information as more reliable than straightforward business communication (Akar & Topcu, 2011, p. 36). Following figure 1 & 2 shows the potential of social media, and the advancing fast exchange of communication between word of mouth and world of mouth (Qualman, 2012).  As a conclusion, and comparing the shift of communication pattern of customers nowadays; social media makes provides the significant platform to communicate faster, better than before.