Social Media Businesses know that using social media is an efficient and effective method of building brand loyalty and promoting the exchange of ideas. The informal communication between consumers and company representatives can help maintain credibility and promote trust. According to a recent study, more than 70 percent of American Internet users visit online social networks, and 65 percent of these people discover particular brands, products, and services by reading material posted on these websites. Twitter, Facebook, and other social media often are used to befriend customers, give a positive feeling about services and goods, engage readers, and market new ideas. Subscribers share their opinions, thoughts, and experiences, either positive or negative, through product and service reviews. Research This: Visit at least three Twitter, Facebook, or other online social network sites and review the content. How many Twitter followers or Facebook ‘likes’ does the website have? Identify three organizations, businesses, products, or causes that have a presence on Facebook, Twitter, or other online social networks. How many followers or fans do they have? Which posts are engaging and promote positive attitudes about the company and the products or services offered? How many user-generated reviews and product ratings are shown? How do the online social networks encourage sharing opinions? In which ways do the companies respond to and interact with followers and fans? If negative posts are written, does the company respond professionally and positively?