Social media When it comes to social media most retailers are still struggling to make sense of it and utilize its power for profits. Merely creating social media accounts and enticing people to follow or like your business is not sufficient. In fact, creating accounts and then not keeping track of your followers will do more harm than good, as your loyal visitors will consider you as an inefficient organization that doesn’t engage online. Social media has now become a powerful medium of communication and it’s up to the retailers to realize its true potential. This mandates retailers to build a sound social media strategy that focuses on brand image and is aligned with other marketing and analytical activities.