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Scientific Study from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, Bangalore University / Central College (Dayanada Sagar College of Engineering), language: English, abstract: In this study the effectiveness of brand tracking through social media was studied. This study is of much significance to the brand managers for future application of social media channels. Social media is centered on communities where users share their opinion and gain others perspective unlike traditional media where the company sends unidirectional messages to the audience. Social media requires the consent of the user and is more acceptable as compared to traditional media which infiltrates the personal space of a person. Social media is basically shared media where brands can simulate discussions at regular intervals but the final result of the discussion can have either positive or negative impact on the brands. Social media scores in targeting the message to the right audience. It enables marketers to focus on their target segment instead of broadcasting the message to mass audience. The media lays emphasis on engagement with the customer and builds a relationship which is long lasting.