Gone are the days where companies can simply operate without bothering about the sentiments of its customers. The revolution of social media has affected large businesses in a way where they are now brought off their high horses and back to the ground where they must learn to provide two-way communication with customers or risk facing a serious online backlash. At the same time, it has also provided small and medium sized enterprises with the ability to extend their social media reach in the same way as large companies do.

One has to recognise that in the realm of the Internet, physical size does not matter. A large chain operating many different restaurant branches may have the same number of social media accounts as a small or medium sized food outlet. In terms of costs, most social media apps are free too. As such, this levels the playing field for eMarketing. A small company who is able to engage netizens has the ability to perform just as well as, if not better than a large corporation who might not be able to engage the online community with meaningful conversations.

Therefore, it is imperative that business owners and executives alike must understand the importance of social media and the tools to enable companies to do well in this realm. It is an environment where word of mouth travels at speeds previously incomprehensible. This makes it a double edged sword where a post in praise of a company and a post complaining about a bad product or service can travel further and faster than before.

Size no longer matters. Engagement does.