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Unique brand content 'key to building social media relationships'

23 Feb
Companies looking to use social media to connect with their customers need to ensure they are providing interesting content.

This is according to Jacob Morgan of social business consultancy Jacob Morgan, who was commenting following the release of new figures from Gigya that revealed Facebook is the most popular platform for sharing content over the web.

He explained that firms hoping to use such sites to increase sales or brand awareness must make sure they offer "interactive, valuable and unique content to their customers", as doing this helps to keep the relationships and communities they have built up on the web "going strong".

Mr Morgan added that although Facebook is the dominant social media platform, there are still some issues surrounding security and privacy.

In addition, many firms are unsure of how to make the most of the platform and are still "testing the waters".

Research conducted by New Media Age last week showed that many brands - including O2 and Vodafone - are increasing the amount of money they spend on marketing through Facebook.
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