Social media and relationship marketing

Social media is defined as "a group of Internet-based applications that build on the ideological and technological foundations and that allow the creation and exchange of user-generated content. They introduce substantial and pervasive changes to communication between businesses, organizations, communities, and individuals. The present paper discussed about the various modes of Social Media. Today the technology has redefined all aspects of business. Now the power has been shifted from the Organizations to the hands of the Customer. Social Media's modes have brought the customers closer to the Organisation as well as to the other Customers. Social networking is a medium that the Organizations cannot afford to ignore. This is both a boon as well as a bane to the Organizations. Marketing Managers are learning to use this to manage their relationship with the customers at large.