Social media is no longer just a way to reconnect with friends; it has become an integral part of daily life that is rapidly gaining traction in the business world. Social media now provides a format for customers to self-organize in a way that creates a competitive market for goods and services where both the customers and the vendors can benefit. The depressed economy has brought people together to share advice and zero in on great deals through group buying. As defined on Wikipedia.com, “Group buying, also known as collective buying, offers products and services at significantly reduced prices on the condition that a minimum number of buyers would make the purchase.” Originating from China, group buying, called tuángòu grew from the practice of haggling and has now infiltrated the online world in many parts of the globe. Notable sites include Groupon, LivingSocial and MyCityDeal. Unlike China’s deal strategy that is self-organized and executed, most of the group buying in Europe and North America is done using online intermediaries who charge vendors fees that can be as much as...