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User-generated content plays an important part in helping consumers purchase their products or service online. Whilst the sheer scale of sites like Facebook attract attention, we must be mindful of how to invest our time and budget in social media to create brand and business benefits. Ultimately, return on investment does matter.

Developments in Internet technology have affected consumer behaviour in so many ways. One fundamental change concerns the source of, and sheer amount of content that consumers seek out. For example, the modern day consumer feel empowered and enjoys the process of planning a holiday online, which would only have been a dream in the past.

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What Sites Should I Be On?

The Type of site that you’re on depends on the type of business that you are. For example, if you’re more b2b (business to business) then you’ll most likely want to be on Linked In above others.

If you’re more b2c (business to consumer) you’ll probably want to be on Facebook.

There are many different combinations and it’s best to talk directly to a social media specialist so that they can advise you on which services will best suit your needs.

What Happens Next?

* Numbers correct as of December 2011. Sources available on request.


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