Why are marketers still somewhat puzzled about how to use various social media platforms to connect with customers! O Senior level marketers tend to be older and didn't grow up using, interacting with, and understanding social media like Millennials have. It is still a relative new medium and marketers are still determining best practices. Each category of social media platform has its own unique qualities and marketers are still learning how to effectively utilize IMC with them Social media is somewhere between traditional mass communications like television and personal communications like direct selling