Communication models are interpersonal communication and mass communication. Interpersonal communication is based on face-to-face dynamics of two people and mass communication is what people, either users or providers of media do in the aggregate.Social media belongs to mass communication for most of the time, except when you use its private conversation function to talk to one another. And structuration play a role to connect interpersonal with mass communication.

For marketers, this means that they have a great method to communicate to a large, diffuse and heterogeneous audience group. Audience become more active, much narrower and have more ownership or control over messages and channels. In the past there are certain opinion leaders. Now everyone is potentially a source and everyone is potentially a receiver, so everyone can be an opinion leader. So words of mouth are becoming more and more important in mass communication.

Also, user-generated content plays a important role in increasing the involvement of customers. This not only help release company’s job but also get more participation of customers.

More and more interest group are gathering on the Internet. Compared to the large customer group, now marketers can find target customers groups with similar characteristic on the Internet much easier and more accurately. This means more efficiency to marketing.

What’s more, social media also serve as a channel for ordinary customers to speak to the companies directly. This simplifies the old feedback procedure in a great way. So marketer should definitely grab this to create customer satisfaction. If most of the customers and give their comments or advice to the company directly, the company reads it and reply to them, or even take the advice and make the change, this would bring great customer satisfaction because customers get the feeling that this company values their opinion.