In a period where broadcast advertising was king, the rise of social media as a marketing channel was unprecedented. It became a channel where brands could engage with consumers and where consumers could hold businesses accountable. Businesses that failed to transition to social media fell even harder – but those that did benefited greatly.

A 2011 study found social media marketing to be the most effective form of marketing after a recession. This came from the fact that 70 percent of consumers relied on social media for brand or product information. About half of those consumers made a purchase in 2008.