This paper fully addresses the rationale of the need for corporate presence in social media, the value that can be derived from a well-developed viral marketing campaign, strategies for entry into this developing new media segment, and an analysis of why entry into social media is crucial for corporate success and brand management. There are marked advantages to the embracing of new formats for consumer interaction: “brands increase consumer loyalty by involving their customers in their decision-making processes, and the research provides substantial profiling intelligence as a basis for sales and marketing decisions” (Online communities, 2009, p. 13). Social media is the newest and most actively engaging forum for customer and company interaction.
Larson, Rebecca J., "The Rise of Viral Marketing through the New Media of Social Media" (2009). Faculty Publications and Presentations. Paper 6.