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THE EFFECTS OF SOCIAL MEIDA ON COMMUNICATION PAGE \* MERGEFORMAT7 Running head: THE EFFECTS OF SOCIAL MEDIA ON COMMUNICATION PAGE \* MERGEFORMAT1 The Effects of Social Media on Communication The Effects of Social Media on Communication The “six degrees of separation” theory assumes that anyone can get in touch with gets to another person in fewer than six steps, and people could connect any two persons by a chain of “friend of a friend”. Social media uses this theory to change the way people communicate. It is a platform that offers individuals the opportunity to share their personal perspectives, ideas and experiences. Nowadays, it mainly includes the social networking sites, blogs, podcasts, consumer products or service websites and internet discussion forums. Based on the Internet social media transmit huge information to people, which has become an essential and even indispensable part of their personal lives. People can receive their friends news on Twitter, talk to those who have the same interests on Facebook, share clothing and food on blog and comment others’ content on Facebook. They have a striking ability to connect with others and to share their interests, opinions and even everything. In other words, people’s brands can use social websites to communicate with their audience. Social media has different impacts on our communication. And we need to know how the social media evolve and change our society sending and getting information. One of the best applications of the social media is on business. The retailers think social media is the main factor that affects various behavior of consumers, including awareness, purchase behavior and post-purchase feedback about a certain brand. Twitter connect with customers and help them recognize their own characters and preference rather than use traditional method such as simply posting their products and services, which make people feel more comfortable and convenient interact with