Social media marketing has been so successful that many a businesses have diverted their marketing plans from traditional marketing practices to social marketing on Facebook, Twitter and LinkedIn. Through these smart ways of marketing not only are these guys able to communicate their business massages to a wider social audience, but they are also able to reduce their overall marketing budget.

According to Michael Brito, the Senior VP of Social media business at Edelman Digital, it facilitates both internal as well as external communication and it is understood that no business can flourish until they have an effective and meaningful conversation in place with each other. Communication is the watchword of modern marketing and social media boom has proved it. According to Brito, social behavior should flow from top down, i.e. first of all the leadership and top managers should start this culture and they should pass it on to other department successfully.

He also pointed out that social media is not a task which is the exclusive domain of just the PR and marketing department. Everybody should be involved in this and they should know pretty well what to do to make the end product better. There should be a very good coordination among all the departments and employees. They should transfer the key information to each other. There should also be a policy governing what to assign and what not to assign to specific employees.