Social media has come a long way in the 20 years that have passed since people first started using the internet to create, share and exchange information and ideas, but the biggest changes have emerged over the past few years. Social media sites for blogging, crowdsourcing, instant messaging, internet telephony, and sharing pictures and music quickly gained critical mass as popular personal tools for communication and collaboration. Then they were picked up and exploited by businesses, government bodies, charities and other organisations that want to improve communication and collaboration with and between their many internal and external stakeholders.