Over two-billion monthly active Facebook users in 2018? More than sixty million active business pages? With a glimpse at any of the latest ‘Social Media’ stats, one could say social media has gone ‘viral’! Brands big and small, multinationals, SMEs, and start-ups we are all resorting to social media marketing, but more and more we are discovering how challenging social media marketing is. Pay to play? Or go back to the drawing board? In this masterclass, Dr Fatema Kawaf brings a blend of rich theoretical background in Social Media Marketing research along with a personal experience of building her own family business using social media. There is one secret, and the hint is in the name: SOCIAL media!