“Social media is a catch-all term for a variety of Internet applications that allow users to create content and interact with each other”.
In the use of social media, one can attract both criminal and civil liability if due caution is not exercised.
Defamation is a civil wrong that can easily be committed in the use of social media.
You would probably have experienced losing someone you love to someone else because you took too long to express how you really feel with the appropriate words and action. You end up losing the one you truly care about or end up in the dreaded 'friend zone'. Just like people are constantly losing out on a great fulfilling relationship with someone they want, brands and businesses are also losing out on converting prospects to paying clients or customers, because they are not initiating the right action.