Describe how social media is impacting business managers advertisers today.

Social media tools (considered second-generation web tools) such as Facebook, LinkedIn, Twitter, and YouTube are creating new opportunities but also present potential threats. Companies need to use a "soft sell" approach to reduce the perception of over-commercializing media on web pages with user-generated content. Businesses of all sizes need to regularly monitor social media and quickly respond if postings may damage the company's reputation or brand.