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The social media mania

Phoebe Magdirila | May 30, 2013
Social media mania is having a huge impact on traditional business operations. Companies that are leveraging this trend are seeing significant benefits, including collaboration and data sharing, in ways they've not experienced before.

Social Bakers' statistics again attests to this; their data shows that locally, the largest age group in Facebook is currently within the 18-24 range, with almost 12 Million users— almost half of the total users in the country.

This is the age group, which Koul says, drives social media access through the different computing devices available.

With this behavior of users, the trend of mobility complements social media consumption. As through the availability of data-enabled mobile devices and social applications tailor-fit for mobile use, individuals get more opportunity to access these sites.

"In emerging markets, where PC penetration is low, mobile access has become a critical requirement for social media adoption," furthers Gatner.

Optimized for Business
And it seemed like that the social media giants have realized these trends to arise early on. After Facebook centralized its first few years' presence for engagement with 'friends,' it discerned its potential for business reach and welcomed advertisements and Facebook Pages for businesses. The move has proven to be a success as businesses have flocked to Facebook to promote their own products and services—whether through a paid advertisement or through the free Facebook page.

"When you have a strong presence on Facebook, your business is part of these conversations and has access to the most powerful kind of word-of-mouth marketing—recommendations between friends," states Facebook in its 'Facebook for Business overview' page.

And in 2010, Twitter has likewise leaped into the advertising side of social media with Promoted Tweets —a new feature which are meant for "advertisers who want to reach a wider group of users or to spark engagement from their existing follower."

Promoted tweets are "organically sent to the timelines of those who follow a brand" with the intention of reaching their captive audience, wherein the users can retweet or reply to the said promoted tweet.

Beefing up this service, during the last quarter of 2012, Twitter has already partnered with Mumbai-based digital media technology company Komli Media, to help expand the availability of Twitter's Promoted Products suite of advertising products to marketers in Southeast Asia (SEA), including the Philippines.

Shailesh Rao, Vice President of International Revenue, Twitter, says that the SEA region is one of Twitter's fastest-growing markets and they are "seeing significant interest from marketers who want to use Promoted Products to build their businesses and connect with consumers."

Social Presence Assimilates To Influence
This is the advertising of today. And as the Filipino consumers are receptive of businesses in the social media realm, it becomes a compelling reason for local businesses to be more serious about utilizing social media. Businesses could not deny anymore that they can take advantage of this opportunity to get promoted and boost sales.


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