Social media has changed the rules of business and communication. It was concluded by Fernando (2007) that while people first started to use social media, business organizations have focus how social media can be used, while different ways are devised for capitalizing over it as well. Social media has resulted in the replacement of traditional method in the communication of employees. Business organizations started to social media more by the year 2010.
According to a research conducted by The Gartner Group, a leading company of information technology research and analysis, tools of social media will be replacing email turning into the primary method of community in some years. As a result, half of the global business organizations will be some form in the platform of micro blogging. Entrepreneurs have started to use Twitter for getting through the crashes of web site and for notifying the customers about transportation issues related to weather in the delivery of products. The website of Innovative Beverage Group Holdings Inc. crashed after it failed in handling the income of traffic, followed by the broadcasting of news related to the relaxation beverage of the company. The potential customers were well informed about the company by the tweets. This was the same for notification of customers across the status of order in the duration of ice storms that impacts the delivery of truck. Being consumer, individuals have also started to turn towards their social network for discovering which products should be purchased.
With the consideration of social media, organizations hold the opportunity of providing awesome service for the customer in mere duration of time. Such an immediate response expresses people for having strong commitment to the presence centred across customer and the satisfaction of customer. If a business uses social media for the provision of services to the customer, separate accounts need to be set up with the key purpose to address issues related to customer service. The intense expectation of customers out of immediate response might be seen as extremely exhausting. If there is no staff for keeping up the pace and responding quickly to the issues of customers, communication in the business will be affected.