Social media refers to websites and applications that are designed to allow people to share content quickly, efficiently, and in real-time. Many people define social media as apps on their smartphone or tablet, but the truth is, this communication tool started with computers. This misconception stems from the fact that most social media users access their tools via apps.  The ability to share photos, opinions, events, etc. in real-time has transformed the way we live and, also, the way we do business. Retailers who use social media as an integral part of their marketing strategy usually see measurable results. But the key to successful social media is to not treat it as an extra appendage but to treat it with the same care, respect, and attention you do all of your marketing efforts. The early days of social marketing, there was little competition for the dollar—not so today. For example, you can spend thousands of dollars on a Facebook ad campaign and, sometimes, get no return on your investment. By its very nature, social media is a short attention span media—it is much harder to get someone's attention with a Tweet then it was to get someone's attention with a newspaper ad. That's because ad headlines and copy are harder to write on Twitter or Instagram.  One of the biggest mistakes retailers make is to open up accounts on every social media platform they think is relevant and then leave them alone with no activity. Having an account with any of the social media platforms does not mean your business is into social media any more than owning golf clubs makes you ready for the PGA. In fact, social media users are turned off by the retailer who opens accounts and does not engage with clients and the public and consequently become labelled a pretender. The reality is, it is better to not have a social media icon on your website if you are not going to actively engage with it—and actively means on a daily basis. Citations are important for a journal to get impact factor. Impact factor is a measure reflecting the average number of citations to recent articles published in the journal. The impact of the journal is influenced by impact factor, the journals with high impact factor are considered more important than those with lower ones. To increase the visibility and ease of use of open access scientific and scholarly journals PrimeOA Publications top online publishing journals are indexed in different indexing and archiving services.