Social media allows marketers to communicate directly with customers in a conversational way to spread their message and help personalize their brand. It provides an identity for products and services and helps create relationships with potential customers who may otherwise be unaware. Marketers can use social media to interact with consumers and provide feedback. The advantages include low-cost global advertising, direct customer interaction, relationship building, quick feedback, and increased brand awareness and sales. However, there are also risks like wrong feedback, privacy issues, targeting the wrong audience, and potential relationship damage from false complaints. Overall, social media can be helpful for marketing if used strategically.