Social media was never designed to be anything except for people to communicate. So it's just the evolution of the way we communicate (with people and with brands) and understanding this is essential. Social media can be used to convert someone considering your brand to someone who bonds with your brand, and it can be used for customer service, PR and application development. But it's even more than that. It's something that influences the entire fabric of your business - from the way you handle customer service, to the systems you put in place, to where you spend our advertising budget, even to they way you build your products, position your service, and ultimately, the way you evolve your brand personality. http://www.eatyourveggies.com.au/search/Social-Media-Marketing-%28SMM%29/5?source=guru