Who would have believed just few years back that social media sites like Twitter or Facebook would become interconnected with the lives of the people? It would have been hard to believe that these sites would enable the people to create their own virtual network of friends. Social media sites have become indispensable part of life for millions of people.

It has become possible to keep track of friends and their activities on these social media sites. For example, If Jack is dating Jill, they can post their status on Facebook informing their mutual friends. If they break up with each other, they can post an update informing their friends. A person holding the seminar can send a tweet to his followers on Twitter if there is a change in schedule. This way of communicating has made the entire process of communication fun.

It is no wonder that large corporations have begun taking notice of social networking sites. They are actively utilizing the power of social sites to communicate with their customers. The consumer is no longer at the mercy of companies if he is not satisfied with their services. He just has to post his experience on the Facebook wall or share his experience with a simple tweet. Since the communication these sites has potential to become viral, it alerts other consumers about non-responsive company. A complaint on social sites evokes faster response than writing an email to the company.

Companies on their part have begun brand protection exercise. They have become active participants on social sites like Facebook, Twitter etc. Kentucky Fried Chicken successfully re-launched its French fries product with the help of Twitter and Facebook. It is worth mentioning that Kentucky Fried Chicken had failed to launch the product successfully during its first launch. The strategy of Kentucky Fried Chicken was simple. It organized a contest which became hugely popular among the users which saw the phenomenal jump in the sales of fries.

Social sites have proved to be the boon for marketers. They have their potential customers right in front of them. A small application on Facebook can instantly make the product viral and well-known in no time. This astounding result is achieved at a fraction of a cost compared to other advertising avenues like pay-per-click. It is possible to reach thousands of potential customers with the click of the mouse.

Ironically, it is estimated that only 7% of marketers utilize the power of social sites. Given their enormous clout in terms of reach and viral nature, social sites have forged way ahead of traditional form of communication like e-mail. The phenomenon of social sites has just begun and it is here to stay for years to come.

There is much more scope for innovation in the technological interface of social networking sites. As the technology progresses we may witness the complete integration of various applications within social networking sites.