Today, the impact of social media (SM) and social network services are undeniable. Social web applications are particularly so pervasive that finding innovative ways to incorporate them into our everyday lives for profit or educational use is a constant activity for some. The purpose
of this study is to identify best practices acknowledged through scholarly literature for professionals and to highlight the common ways to improve the use of social web tools. Through a comprehensive literature review, this study illustrates how an effective communication synergy can be developed
through the use of various social mediums for sustainable user engagement online.