From a business or marketing standpoint, the concept of "word of mouth" involves generating "buzz" or some type of development of a following for a particular product. Word of mouth marketing has taken on technological forms with a presence on the web and continual emphasis through social networking. Word of mouth marketing involves people actively engaged in the advancement of a product. It enables the product to be directly relevant to people's lives. The use of social communication or forms of embedding into people's lives through individual relevance is where word of mouth marketing proves lasting in the embrace of a product. Advertising off of word of mouth helps to mirror what is already transpiring in the personal realm of communication and interaction. At the same time, advertising off of word of mouth might mirror a hopeful reality predicated upon word of mouth marketing. For example, a recent advertisement about McDonald's McRib sandwich depicts a person receiving a text message that "McRib is back." This is an example of how advertising either reflects of hopes that word of mouth marketing is present with a particular product.