Social networking allows individuals to make and stay in contact with family and friends that distance and lost connections would otherwise prohibit. People can also connect with unknown individuals who share the same interests and develop new relationships. Social networking also allows companies to connect with new and existing clients. They can use social media to create, promote, and increase brand awareness. Companies can capitalize on customer reviews and comments that promote products, services, and their brands. The more that customers post about a company, the more valuable the brand authority can become. This can lead to greater sales and a higher ranking by search engines. Social networking can help establish a brand as legitimate, credible, and trustworthy. Companies may use social networking to demonstrate the quality of their customer service and enrich their relationships with consumers. For example, if a customer complains about a product or service on Twitter, the company may address the issue immediately, apologize, and take action to make it right.