Social media is online tools like blogs, wikis and sites used to share photos and videos that allow people to publish and share content. The individual is now central to social media which has implications for companies that used to hide behind PR departments. Tracking social media usage shows adoption of tools like Twitter increasing drastically over time. For businesses, social media requires responding to comments, building relationships, reviewing comments and leveraging tools like Twitter in real-time. JetBlue is an example of a company that joined Twitter early and now has over 1 million followers that provide feedback. Growing social media skills involves following websites, groups and blogs focused on social media marketing.