Social media has become a cultural phenomenon during the last decade. Whether connectivity is via ‘traditional’ internet or over a mobile device, the message is clear. Social media is, by any measure, vast and fast growing. Facebook, with over 650 million users in March 2011, is seeing its user base expand at over 40% a year, rapidly displacing the national social networks that were previously popular in Europe, Latin America and most parts of Asia (including India). Twitter’s volume of unique visitors is growing at over 80% a year. Groupon, the online sales promotion couponing firm, has more than 50 million subscribers, and yet it is seen as a relatively new kid on the social media block.