as the use of social networking sites began to increase,businesses took notice.Savvy companies realized that reaching out to consumers in the social media sphere gave them the opportunity to cast a wide net in targeted way.For example,corporations could place advertisements geared toward woman on popular fashion blogs,potentially gaining the attention of thousands of women on per day.The shift occurred when companies recognized the key to success lay in interaction,e.g.,giving audiences the ability to have two-way conversation.And,it wasn't long before nonprofit organization followed suit.