Social media has proved an immensely powerful driver in recent political campaigns: President Obama’s 2008 run for office organized more than 200,000 events through its website, developed 35,000 volunteer groups, and in the final four days of the campaign three million telephone calls were made via an “internet virtual phone” on the website. President Obama’s superior ability to communicate his platform and educate voters about his vision for the country through social media was without a doubt a decisive factor in his winning the presidency. Because marketing is the act of educating a consumer about a product (or in the President’s case, a service), social media has the ability to act as a catalyst for businesses’, politicians’, and other groups’ success should they use these new information channels effectively. Unfortunately though, there have been just as many social media blunders as there have been successes. For instance, the “Weinergate” scandal of 2011 landed Rep. Anthony Weiner out of office after he tweeted sexual photos of himself to a 21 year-old university student. Other organizations have found themselves in hot water following controversial posts, such as American Apparel which tweeting inappropriate “advertisements” after Hurricane Sandy. My point is this: social media’s increasing prevalence could prove to be a huge asset to almost any member of society if it is used responsibly. This communication channel offers a more direct form of correspondence with consumers and allows politicians and businesses alike a more intimate environment in which to share their ideas. However, with that online proximity and the rapid communication of information that flows through twitter, facebook, reddit and other sites comes a responsibility from both the consumer and the poster to think twice before they hit the enter key.