Social Networking is 'the buzzword' nowdays. People are more connected one another through Social Networking sites rather personally. A facebook update, a tweet informs a friend in India about his friend in US. Connecting with old and new friends through social media is the latest trend now. Latest statistics shows that there are more than 50 million Facebook users and !3 million Twiiter users only in India. While US tops the chart of total 900 million facebook users all over the globe.

As always said : “strike the iron when it's hot”, so as what marketers do. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. Social media makes the business "real" to consumers.

Ranging from small business to big Giants of market to political leaders, everyone is trying their hands on Social media and gaining a competitive advantage; through blogging, youtube, twitter, Facebook, etc. Politicians promote their campaigns, movie stars Tweet and at times something mischievous and suddenly they are in news. All this is marketing stratergy to make everyone feel their presence.

Social media is great way of making moolahs, However, organizations must protect their information as well as closely watch comments and concerns on the social media they use. A flash poll done on 1225 IT executives from 33 countries revealed that social media mishaps caused organizations a combined $4.3 million in damages in 2010 . Numerous additional online marketing mishap examples exist. Examples include a YouTube video of a Domino's Pizza employee doing unspeakable things to pizza ingredients, which went viral on the internet. A Twitter hashtag posted by McDonald's in 2012 attracting attention due to numerous complaints and negative events customers experienced at the chain store.

A coin has two sides. Marketers look at the positive side but consumers need to look at the flip side too and enjoy the benefits of increasing competition.