The 21st century is ruled by online and digital media. Social media has become the most used tool and has made the world connected. Organizations are harnessing this tool and exploring the area of using social media to formulate marketing strategies, generate return on investments and generate profits in the long run. This work will give an insight to the various ways in which an organization in the retail industry uses social media across functional departments in the firm with its main focus on marketing strategy and return on investment.