Social media is an important communication channel for brands. A brand’s presence on social networks enables them to participate on online discussion regarding their product and reputation. About 83 percent of B2B marketers in North America use social media content as part of their marketing tactics. Small and medium sized enterprises (SME) owners also use social media as a marketing tool, as 68 percent of American SME stated having a profile on social networking sites. Consumers indeed often turn to social media to engage with brands. About 58.6 percent of American consumers interact with brands on social media about one to three times per day. The brand's social media account is the preferred online channel of 40 percent of women in the United States
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