The role of social media in communication is immense, because of its extensive and convenient approach. The social media is not limited till the communication purposes only, but also performs key role in digital marketing and becoming a strategic tool in terms of building brand awareness and running a marketing campaign. Shifting from the era of conventional or mass media, by using social media and digital marketing, marketers can track brand’s competitors and have more measurable campaign results. Digital communications media are inherently capable of being more interactive, participatory, decentralized, and less hierarchical. As such, the types of social relations and communities which can be built on these media share these characteristics. There are some benefits of digital communication- Communication is instant and fast-paced, Communication is extensive, Communication is convenient and Communication contributes to positive social change.