With the rapid popularity growth of social media, companies have had to change the way that they communicate with their customers. Purchasing behavior is no longer entirely dependent solely on advertisements, rather it is greatly influenced by friends, family, and a customers’ relationship with the company. Social media has become a key tool for companies to build relationships with their customers, and a vital component of marketing strategies. But, as customers are not on only one platform, social media cannot be viewed as a single medium (such as only Facebook or only Twitter). Social media must be approached from an integrated strategy perspective.