A few days back Anand Mahindra, Vice Chairman, M&M replied to a tweet on his page which complained of the delay in the delivery of the Scorpio as 'Arun, Vivek?' referring to his senior executives Arun Malhotra and Vivek Nayer and it didn't take much time before the action started to happen.

Such incidents clearly demonstrate the power of social networking where the customer is not only the king but also enjoys the liberty to getting in touch with the top executives of the company. Moreover, with websites like Facebook, Orkut, Twitter and the like, it is believed that the buying pattern of consumer is also affected by the action going in the online space.

Saloni Nangia, vice president at management consulting firm Technopak Advisors explained that the online world has given an open platform to people to discuss about various things which were missing a few years back. Jennifer L Aaker, General Atlantic professor of marketing at the Graduate School of Business, Stanford University added that the traditional management and marketing formulas will not work in the social networking world as the platform is new and hence businesses need to follow a different approach in this case.