i am a social media manager of all kinds of business This essay offers a platform that would enable the reader to understand the need for this research and also provides a background about recent developments both in the industry and in research circles with respect to social media branding. The rapid development of technology, and the reach of such technologies at affordable costs, have revolutionised the ways in which businesses operate today. The Internet is being used by millions of people at this very moment; therefore these technologies have led to a paradigm shift in the way that communication happens. Business reputation and presence in a market is more driven by ‘social media’. (Tuten, 2008) It can also be noted that the shift and focus on social media has been drastic and many businesses have been caught off-guard. However, the use of social media has created opportunities for online marketers to engage with customers who they wouldn’t otherwise have been able to reach using traditional marketing methods. This reach though, has posed many challenges to businesses that have viewed social media like any other traditional media, such as magazine or television, thus causing wider gaps rather than bringing them closer to the customers. On the contrary, it can be said that more and more retailers and business are becoming increasingly aware of social media and are waiting to exploit the potential that it offers