Social networking websites allow individuals and businesses to interact with one another and build relationships and communities online. When companies join these social channels, consumers can interact with them directly.
The Internet's ability to reach billions across the globe has given digital word of mouth a powerful voice and far reach.
Social networking sites and blogs allow followers to “retweet” or “repost” comments made by others about a product being promoted, which occurs quite frequently on some social media sites. By repeating the message, the user's connections are able to see the message, therefore reaching more people. Because the information about the product is being put out there and is getting repeated, more traffic is brought to the product/company.