Social media has become an integral part of any business. It allows a business to promote and market its own brand and is a key element in assisting consumers in their decision making process. Social media pages increase recognition and companies can advertise to potential customers and clients by posting relevant content.  It was found that 71% of all internet users are now active on social media sites.  Companies nowadays are developing content marketing strategies, sharing blogs, infographics, and whitepapers. Customers and clients also interact directly with businesses via social media. It helps businesses to build customer loyalty and strengthen their brand image. Katie Alyward and Chloe Hutchinson-Brown (Northstar Research Partners) in their article link writes about the ways to track the reputation of any business and performance on social media sites:  http://digitalmarketingmagazine.co.uk/social-media-marketing/the-importance-of-social-media-within-a-business/1274