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Businesses raise their internet profile by using social media

This article presents recent statistics on the use of social media by enterprises in the European Union (EU) as part of their strategy for integrating information and communication how to buy instagram followers technologies (ICT) in their business. Social media refer to internet based applications such as, for instance, social networks, blogs, multimedia content-sharing sites and wikis. In principle, enterprises use social media for image building or for marketing products but more generally in order to reach an audience in ways that the audience wants to be reached.

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Social media, a business paradigm shift

For more than a decade, there has been a shift from the static webpages of the earlier websites towards web applications which draw on user data and relevant applications stored in the ‘cloud’. In that time, a multitude of internet-based services, collaborative web applications and interactive websites have appeared. Users have been encouraged to subscribe to these services, to author, post and share user-generated content buy instagram followers cheap and to add links to other websites. In addition, individuals and enterprises have been supported in exchanging information, experiences and opinions in the form of ‘many-to-many dialogues’ over internet communication platforms. These virtual interaction platforms have, in fact, been part of a paradigm shift, as enterprises have been able to reach an audience in ways that the audience wants to be reached.

Use of social media by enterprises

Enterprises attach importance to internet presence. Consequently, their websites increasingly offer functionalities such as online ordering, product catalogues and information, order tracking, product customisation and links to social media. In 2013, some 73 % of EU enterprises employing at least 10 people reported having a website. This is 2 percentage points more than in 2012 as adoption rates are slowing. Furthermore, enterprises with a website seek to enhance their internet presence by exploiting the possibilities that social media offer. The four most widely known categories of social media are: (a) social networks such as Facebook, LinkedIn, Xing, and others; (b) corporate blogs or microblogs such as Twitter, buy instagram accounts with followers, and others; (c) multimedia content-sharing websites such as YouTube, Flickr, SlideShare, and others; and (d) wiki-based knowledge-sharing tools. In 2013, 30 % of EU enterprises used at least one of these types of social media; however, percentages varied widely from country to country, ranging from 15 % in Latvia to 55 % in Malta. Some 28 % of all enterprises in the EU that reported having a website also reported using one or more social media.

Purposes of using social media for businesses

It is important to distinguish the purposes for which enterprises were exploiting social media in 2013: it might be to reach the ‘outside world’ — customers, business partners or other organisations — or it might be for communication inside the enterprise or for specific purposes such as to recruit employees. In fact, although 30 % of EU enterprises used some type of social media, only 8 % had an official social media policy. Having a formal policy implies clear objectives, rules and procedures, in addition to any investment needed. One would expect the relevant policies to set out the strategy for using social media as a business tool to promote long-term relationships and become more competitive and profitable. In addition, they might set out legal and ethical rules for employees to follow when using social media on behalf of the enterprise. The percentages that follow refer to enterprises that used social media in 2013. Some 73 % of enterprises in the EU used them for image building or for marketing products. Significantly, 50 % of enterprises reported using social media to obtain customer opinions or reviews, or to answer their questions, implying an effort to improve customer service.

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