The internet has opened up new channels for engagement and communication among individuals living all over the world, erasing boundaries based on time, space, and geography. Technology has made it possible for individuals to interact with one another not just through communication, but also through several group activities. As a result of group debates on any issue, group activities, or what social web media refers to as networks, are expanding and learning about the notion of collective knowledge. Blogs, forums, photo/video sharing, music sharing, emails, chat, SMS, podcasting, microblogs, and wikis are just a few of the channels that make up the social web. Some of the most well-known names on the social web are Facebook, Youtube, Linkedin, Wikipedia, and others.

Anyone working in marketing has to grasp social media both as a participant and, more significantly, as a marketing expert who represents their organisation. Existing and potential customers can interact in social networks and on the social web by exchanging information and sharing their consumer experiences, which can assist potential customers become more informed and influence their purchase decisions.

One must first explore the many channels to determine the type of network that exists in order to comprehend the actions of the individuals and groups using any social media channel. People conversing and communicating with one another may be seen in some of the channels. Within blogs and forums, there are debates between group members over a single shared subject. Intergroup conversations, as well as one group speaking to another and debating issues and subjects, are also common. Each of these organisations and networks has the ability to have an impact on how talks and opinions turn out. Because of this, it would be useful to understand group dynamics and identify the controlling, influencing, and moderating variables and factors while developing strategy to participate and influence the discussions from the point of view of marketing.

One of the most significant and effective aspects of debates within and between groups is their ability to develop intellectual arguments and factual material by filtering, evaluating, and assisting others in making educated decisions, as well as enhancing the bargaining power of the consumer.

People flock to the social web with their needs and requirements because it is simple to gather all the information they need by simply asking questions, being able to understand everything there is to know about a product, having access to those who have used the product, and others who can shed light and help with the right decision making .People love socialising in a sense while also finding it beneficial to talk about and learn more about the goods and services they are interested in.

Marketers would do well to keep in mind that, when it comes to the social web, what matters is not what the marketer chooses to inform and advertise to the customers, but rather the actual experience and opinion of the customers who are participating in social media networks and discussing with one another. As a marketer, you have the ability to shape the conversation, and how well you do so will rely on the strategy and execution of your communication plan. This in turn necessitates having a thorough grasp of the social network and constant participation in it, as well as the ability to constantly feel the pulse of the group.