By 2009, social media services, such as Facebook and Twitter, had become a popular marketing tool for small businesses. In fact, almost 25 percent of firms with fewer than 100 employees were using social media for marketing purposes. This was more than double the percentage of the prior year. Many of these firms cite the ease of use and low cost of these social media as the main reason for using them for reaching out to and communicating with potential and existing customers. How can the ability to communicate with customers via social media enhance channel management? Discuss.

By 2009, social media services, such as Facebook and Twitter, had
become a popular marketing tool for small businesses. In fact, almost
25 percent of firms with fewer than 100 employees were using social
media for marketing purposes. This was more than double the percentage
of the prior year. Many of these firms cite the ease of use and low
cost of these social media as the main reason for using them for
reaching out to and communicating with potential and existing
customers. How can the ability to communicate with customers via
social media enhance channel management? Discuss.