Ground-breaking transitions have sparked diversification and the naissance of new platforms. The case of the media industry is not any different with the latest fashion being social media. Despite the short life cycle of social media, the cadence in which it has attained high esteem is no short of a continuous and worthy tribute. Having amassed an abundant base of faithful and loyal followers or consumers, as regarded by media companies, it has broadened possibilities for media companies within the realms of marketing, branding or building customer relationships. Nevertheless, companies face...