Review : The forum is the unsung hero of social media, effective; popular and useful. Can be integrated into social networking platforms to allow personal messaging and status updates to create an increased sense of community. Promotes purchase decisions primarily through consistency and authority by allowing members to share trusted information with each other and the host. P&G has calculated that its BeingGirl forum is 4x as effective as TV advertising. Innovations in this space include Idea Boards – online suggestion and discussion boards to capture constructive feedback, and user-powered Q&A forums for customer support in a moderated, curated and structured environment.