Social media provides new opportunities for businesses to engage and interact with potential users,
encourage an increased sense of intimacy with users, and build all-important relationships with
potential users. In digital business, social media is about harnessing collaborative and peer-to-peer
approaches to create enhanced customer experien- ces through the co-creation of value using collective
intelligence. Collaboration is self-managed and based on consumer free will rather than centrally managed and imposed by the brands.