The document discusses the importance of social media marketing. It notes that social media allows brands to engage directly with customers where they spend leisure time online. Some key benefits mentioned include higher credibility, engagement, brand loyalty, and customization through social listening. The document then outlines a 5-stage social media marketing strategy process and discusses research conducted on social media usage patterns in India. It finds that social media is becoming a daily activity and strongly influences purchase decisions based on online reviews and comments.