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The Role of Social Media in Branding in the UK
Pages 8 (2008 words)
I. INTRODUCTION Background Since its invention back in the 1980s, the Internet has rapidly evolved with the equally robust advances in information and communication technologies that enabled it to achieve the speed, coverage and accessibility crucial in the introduction and real-time delivery of rich media content, sophisticated web applications and systems.
This development has allowed the Internet to become a major component of the strategies and platforms by which business enterprises operate. The social networking website is one of such breakthroughs. Friendster, MySpace, Facebook, Blogspot/Blogger and Twitter are some of the most popular forms of this Internet application/system. By the year 2000, the usage of this web system exploded to billions of users combined. Facebook alone, through the analytics tool provided by Google Ad Planner, has more than 600 million users worldwide and 25 million of these are British. (Google 2011) The statistics is further reinforced by the fact that the website has 770 billion page views and 23-hour average visitor use. (Google 2011) If one has to consider the users of other social networking websites that are popular across the World Wide Web, the staggering figure could reach up to 1 billion. Facebook is, in fact predicted to achieve its one-billionth user by next year. (Business Wire 2007) In the British experience the figures are as impressive. For example, the percentage of social media users jumped from 22 percent four years ago to 44 percent in 2009 and approximately 35 percent of these users logging on to their favorite social networking site(s) at least once every week. ...
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