UAE automotive companies are missing opportunities to target UAE college students through using social media. The document discusses a literature review of a book on social media marketing. The book finds that marketers want to improve their Facebook activities and enhance Facebook advertising effectiveness. It also notes that video content is becoming more impactful than images or animations. Social media provides benefits like increased exposure, traffic, and insights while helping to generate leads and improve search rankings. Marketers commonly use Facebook, Twitter, and LinkedIn to develop loyal customers and gain competitive advantages through improved sales and profits.