Social media plays an important role in how companies view what is said about them, be it positive or negative. This online communication technology allows users of all types to have a social listen on any issue or news that may arise. Social media is really useful for the consumer, as it is a way to present to the world what they like or dislike about a particular product they have purchased. As social media has taken the world by storm, organizations realize that they must be able to keep up with trends to stay afloat. For an organization, social media is used to address the marketing problems that some organizations currently have in terms of growing their customer base. Concerns such as needing more customers and permanence. Through extensive research, I am confident that social media has created success within the organization. I covered what social media has faced in terms of marketing issues and how it has taken America by force with its technological capabilities. This technological tool has its pros and cons, but having collaboration and communication as your primary use for success far outweighs the cons of social media. To have a successful organization, you need to understand what customers want. If I were the head of an organization, one improvement I would make when building our social network is to give up control. You may notice that in many organizations egos are present where they believe social media will not have a real return on investment. However, I learned in Jarvais' book that when you give up control you start to win. Once you give your worst customer control of the situation so you can build a new relationship with the customer. “Listening to the complaints of your worst customers gives you the advantage of reorganizing and reorienting every division of the company: engineering, manufacturing, marketing, sales, customer service” (Jarvis,