Researchers at shortlessonstogo.com, an e-learning startup that plans to offer short, self-paced learning content investigated the impact that social media has on marketing processes and the role that social media marketing should play. A review of the literature revealed that social media must play a strategic role in order for shortlessonstogo.com to successfully compete in the e-learning market and that use of mass media would not be cost-beneficial. Social media marketing campaigns must be strategically targeted, highly relevant, and preferably customizable to individual consumers. Administration must plan its operations in a way that allows for continuous social interactivity in order to build strong customer relationships, brand loyalty, and maximize revenues.