Social media is about online conversations between real people rather than brands or companies. It allows for dynamic and engaging discussions that are disorganized, uncontrolled, and authentic. Customers are increasingly talking online through blogs, forums and social networks, feeling empowered to express themselves to millions. If social media was a country, it would be the 11th largest in the world based on its over 120 million active users and being the 4th most visited website. Companies can participate by listening, filtering, and engaging with customers to understand them better and learn from the conversation.