▁▁ ▁Govern ments ▁may ▁use ▁social ▁media ▁to ▁( for ▁example ): ▁▁ ▁interact ▁with ▁citizens ▁ ▁fost er ▁citiz en ▁participation ▁ ▁further ▁open ▁government ▁ ▁analyze / mon itor ▁public ▁opinion ▁and ▁activities ▁ ▁Use ▁by ▁business es ▁ ▁The ▁high ▁distribution ▁of ▁social ▁media ▁in ▁the ▁private ▁environment ▁drives ▁companies ▁to ▁deal ▁with ▁the ▁application ▁possibilities ▁of ▁social ▁media ▁on ▁▁ ▁customer - organ iz ational ▁level ▁▁ ▁and ▁on ▁int ra - organ iz ational ▁level . ▁ ▁Market place ▁actors ▁can ▁use ▁social - media ▁tools ▁for ▁market ing ▁research , ▁communication , ▁sales ▁prom ot ions / dis count s , ▁inform al ▁employee - learning / organ iz ational ▁development , ▁relationship ▁development / loy alty ▁programs , ▁and ▁e - Com merce . ▁O ften ▁social ▁media ▁can ▁become ▁a ▁good ▁source ▁of ▁information ▁and / or ▁explanation ▁of ▁industry ▁tr ends ▁for ▁a ▁business ▁to ▁em brace ▁change . ▁Tr ends ▁in ▁social - media ▁technology ▁and ▁usage ▁change ▁rapidly , ▁making ▁it ▁cru cial ▁for ▁business es ▁to ▁have ▁a ▁set ▁of ▁gu idel ines ▁that ▁can ▁apply ▁to ▁many ▁social ▁media ▁platforms . ▁ ▁Comp an ies ▁are ▁increasing ly ▁using ▁social - media ▁monitoring ▁tools ▁to ▁monitor , ▁track , ▁and ▁analyze ▁online ▁convers ations ▁on ▁the ▁Web ▁about ▁their ▁brand ▁or ▁products ▁or ▁about ▁related ▁topics ▁of ▁interest . ▁This ▁can ▁prove ▁useful ▁in ▁public ▁relations ▁management ▁and ▁advert ising - camp aign ▁tracking , ▁allowing ▁anal yst s ▁to