Precisely why the world has moved on from typewriters and fax machines to the internet. Social media is a tool that connects brands to the consumers, reduces costs, improves customer service, and in the process builds trust and reputation.   Social media has the power to reach segments that the traditional tools of marketing find difficult to access. Businesses that smartly combine social media with traditional forms of marketing have shown greater return on investment as compared to companies that don’t have a strong social media presence.