Facebook is seen as one of the most creative digital innovations of the century. It has nearly a billion registered users across the world, and it is widely acknowledged that if it was a country, it would be the third most populous in the world after China and India.
Appealing to people of all age groups, Facebook not only serves as an interactive one-stop platform that enables someone to share messages and photos with their friends; it is also becoming a powerful media tool for citizen journalism, allowing people to express their opinions on a scale that has been unprecedented in human history. In fact, several of 2011’s largest news stories, including the Middle East uprisings and London riots have demonstrated the role it can play in organising events and communications, whilst letting the world know about developments on the ground.
For businesses and brands, Facebook enables them to directly get in touch with their core customers. It helps them to create communities, and brands such as Starbucks have more than 300,000 people following or liking them. Whilst some see Facebook as an informal way to reach key buyers, others see it as their prime marketing tool. Yes it is powerful; yes it has a huge reach – however, like all other forms of communication its use will depend on the market you are trying to reach and their attitudes towards it as a form of media.
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