The billion-plus users of social media worldwide have transformed the purchase experience - for enterprises and consumers. Digital consumers are leveraging sophisticated social media tools to express opinions, share experiences, and network with others. They also use social media to connect with brands and purchase products and services. The rise of digital consumers who want to shop online, receive product recommendations, and interact with brands presents a tremendous opportunity for companies. With its ready platform to engage consumers, social media has helped increase sales, improve communication campaign effectiveness, and optimize product development costs.