Marketers have recognized this new potential to reach customers directly in a personal and social environment and have thus been keen to advertise in this new medium. Social media platforms present enormous potential for companies to get closer to the customers and by doing so facilitate increased revenues. As social media has become the premier place where customers are congregating, marketers need to advertise to them through these platforms. As expected, this is also precisely what is occurring as social media initiatives are springing up quickly across different organizations.