Original sentence: Allowing Users to generate content.Building Value for the community.For a brand to use social media to its advantage it must participate with users in their communities, listen to what they have to say and value add to their discussions thereby raising the knowledge level of that community.He further states that "The above principles become eligibility criteria for a media to be qualified as social media.In his book 'Indian Social Media Landscape' author Nimesh Shah believes that "social media is governed by four fundamental principles which can be classified as VULP":.Listening (Feedback) to everybody’s point of view.Only then will it be truly qualified as having understood the medium and draw leverage for itself".Seeking user Participation.They set the tone of the medium