Even though millions of users worldwide were using social media sites extensively every day, most marketers decided to stay away from it. They had to apprehensions regarding the use of social media – first they didn’t understand how to join the conversation without sounding ‘desperate’ to sell and secondly, they were frightened away by actually associating their brands with questionable content. But companies have kept these apprehensions behind and realized that marketing through social mediums is unavoidable since the target audience and competitors are already there.