根据Howard Greenstein -社交媒体俱乐部纽约，“社交媒体是在线技术和做法，人们用它来分享内容，意见、见解、经验、观点与媒体本身。他们是社交活动的媒介。你可以告诉社交软件，因为你自己使用没有乐趣-一个没有朋友连接的帐户没有价值。
根据Ann Handley -市场营销教授，以内容规则C.C. Chapman作者，“社交媒体是一个不断增长和不断变化的在线工具和玩具的收集、平台和应用程序，使我们所有的互动和分享信息。它既是网络的结缔组织，又是中性网。
According to Howard Greenstein- Social Media Club-NYC, “Social media are the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives and media themselves. They are media for social interaction. You can tell social software because it is no fun to use by yourself- an account with no friends connected has no value.”
According to Ann Handley- Marketing Profs, Author with C.C. Chapman of Content Rules, “Social media is an ever-growing and evolving collection of online tools and toys, platforms and applications that enable all of us to interact with and share information. Increasingly, it’s both the connective tissue and neutral net of the web”.
Both the definitions on social network up to some extent are similar to each other as both the authors agree that they are platforms for individuals for interaction and provide their views and insights over any issue. At one point there is a slight distinction between the definitions provided by the two authors as Howard says that for social media to work properly needs individuals with active participation for being connected with friends and companies worldwide. On the other hand Ann is of the view that Social media is both a connecting tissue between the individuals and the outside world but it is also a neutral net of the web where individuals can search the information of their needs without even interacting with others or by not taking active part in social networks.
To deal with this problem the company used an idea of building a giant thumb as of Facebook with pieces of Cadbury Dairy Milk. Then the campaign was built around it that provided the company with 40,000 Facebook fans and around 350,000 people taking active participation in the campaign. People will only respond to acts if they are provided with the result for their actions. Cadbury understood this fact and timely responded to it by making best use of Facebook Thumb with their chocolate and they provided people with a reason to interact with their brand (Mangold, 2009, pp.357-365.). By involving people they try to indulge and understand what they have got by taking part in campaign. In case if something happens in between completion of action then the users will take active part in resolving the issues. The reaction of public is not for a price it was the reaction of outside the box thinking.