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Social media has emerged as the number one media of contemporary times. It has great power to amplify the voice of common people and help them mingle with their tribe. A large part of the global population is now connected via various burgeoning social networks, where they share experiences and stories and consequently, influence each other’s perceptions and preferences. Nearly half of young people are more comfortable using social media and messaging apps to talk to people they did not know. As of the third quarter of 2017, the most popular social networks was YouTube and Facebook with a 30 per cent penetration rate each. WhatsApp was ranked third with 28 per cent reach. India ranks second among countries with the most Facebook users, accounting for 11 per cent of global Facebook audiences in April 2017.