Looking at the industry from the perspective of companies attempting to interact with potential and existing businesses, social networking sites have become a staple of the media package that companies they use to achieve the required level of involvement (Mangold & Faulds, 2009). This is largely due to the fact that the discourse undertaken by consumers, when discussing products on social networking sites, has become critical information for the marketers of the company concerned. Furthermore, the erosion of marketers' long-held control over where and how consumers were touched by a corporate message dictates that their efforts must be focused on channeling experiences through engagement (Mangold & Faulds,