First it was "E-commerce," which meant selling things online. In 2011 the buzzword was "F-commerce" - the idea of companies selling things on social media sites like Facebook.
But are businesses really learning to use social media to their advantage?
Two recent surveys suggest that companies in the developing world, in countries like Brazil, India and China, are much better at using the likes of Twitter and Facebook than their counterparts in Europe and the US.
Watch the BBC report here