According to the third paragraph, what does media marketing have to keep up

Read the following passage and mark the letter A, B, C, or D on your answer sheet to indicate the correct answer to each of the questions from 34 to 38.
Social media marketing has increased due to the growing active user rates on social media sites. For example, Facebook currently has 2.2 billion users, Twitter has 330 million active users and Instagram has 800 million users.
One of the main uses is to interact with audiences to create awareness of the brand or service, with the main idea of creating a two-way communication system where the audience and/or customers can interact back; providing feedback as just one example. Social media can be used to advertise; placing an advert on Facebook's Newsfeed, for example, can allow a vast number of people to see it or targeting specific audiences from their usage to encourage awareness of the product or brand. Users of social media are then able to like, share and comment on the advert, becoming message senders as they can keep passing the advert's message on to their friends and onwards. The use of new media put consumers on the position of spreading opinions, sharing experience, and has shift power from organization to consumers for it allows transparency and different opinions to be heard.
Media marketing has to keep up with all the different platforms. They also have to keep up with the ongoing trends that are set by big influencers and draw many people’s attention. The type of audience a business is going for will determine the social media site they use.
(Adapted from en.wikipedia.org/w/index.php)