The use of Social Media has given room for marketing to evolve. Many tools are provided by Social Media websites for brands and their advertisements as they reach out to many different social circles at once. YouTube, for example, makes use of providing ads during or before videos. Users who provide content have the option to earn revenue by having those ads switched on for their content. Other sites like Facebook and Twitter have intermittent posts known as sponsored content. Brands and companies pay for the privilege of having their ads shoved into their timeline of other shared content as they scroll through.But it’s a two-way street. Consumers now able to communicate directly with brands by offering their opinion by commenting on the brands’ content as they are posted. In the best of times, people express their praise for a product, tag their friends to recommend the brand, and the company finds an increase in sales. In the worst of times, the company takes a hit from the public from either bad public relations, an inadequate product, or false advertising. All in all, Social Media is a formidable, and today it seems an essential, tool in navigating the market and bolstering sales.