Social Media has changed the way we interact with each other, and how we share information. With a click of a button we can now share our thought with the rest of the worlds, and with a clock of a re-tweet button or a share button, our audience, friends and consumers can keep our message rolling. This is the idea of social media marketing, your fans (friends should be doing the talking) If you get it right and you have instant publicity. Get it wrong and it could damage your brand reputation and company image. The important thing to bear in mind is that you need to know your audience. You need to communicate through the correct channels in order for a SMM campaign to be successful. Social Media is very unpredictable, and it's impossible to predict a specific reaction from your audience, so before you begin your SMM campaign, consider the public perception of your business, and be realistic about you weaknesses. Before you begin your campaign have a strategy in place. This will avoid you having to admit that your social media is a learning curve. SM is supposed to be instant and quick and spontaneous, but it doesn't mean you shouldn't have a plan. While there are great risks of your business having presence on different social media platforms the benefits of being able to communicate directly with your consumers must make it all worthwhile. The SM world is constantly changing and advancing, and it's hard to image what next year will bring us with social networking sites such as twitter and pinterest becoming more and more popular, social media is becoming more and more popular. Some statistics from www.javatravel.net in 2011 that were truly mind boggling were that: · On average just above 50% of the world's population are below the age of 30 and around 96% of them used a form of social network frequently · In the US Facebook was above Google for weekly traffic · Facebook added around 200 million users in just less than a year · The second largest search engine in the world was YouTube These kinds of statistics are only going to carry on increasing, and this is why it is so important for businesses to embrace social media, times are changing and technology is advancing so it's important to keep up to speed in the fast paced world that we are now living in.