This document discusses the power of social media on consumers' purchase decisions. It notes that social media allows users to create and share content while interacting with others. It provides statistics on social media usage in Vietnam, showing strong growth and time spent on platforms like Facebook. The document advocates for brands to have an online presence across social media to engage consumers at different points in their purchase journey, from initial consideration set to active evaluation. It recommends listening to social conversations to understand consumers and track competitors in order to provide a better customer experience than rivals and win consumers.