New Media Marketing and Social Media Marketing has changed the paradigm of how people consume online media and ultimately make buying decisions. It has added a participatory element where individuals not only receive information but also have the ability to take part in the creation and distribution of content.
It has added another layer of value through its ability to engage users and create additional reach.
Social Media sites are characterized by their inherent functionality that facilitates the sharing of information between users in a defined network. The nature of Social Media allows for the initiation of conversation by either party, a key differentiator from established broadcast media.