Social media connects people to news, pictures, and information. 79% of Americans shop online. Through the use of social media people can share experiences by rating and commenting about the products and services they use. Businesses and customers equally benefit from social media. Social media marketing is typically designed to target a user’s known preferences. Social media carters to “word of mouth consumers” but is performed electronically. Advantages of social media marketing include increased brand loyalty, decreased marketing costs, improved customer insights, and increased inbound traffic.