In the present scenario of the business world, social media forms an integral part linking the brand with a portion of customers. And like individuals, even firms use multiple social media channels to connect. According to a study conducted by Pew, more than 90% of selected brands are using multiple social media outlets. The figure rises to 100% when one closely studies the home goods category while the apparel sector is best connected with maximum percentage using all 5 social media channels studied. Facebook tops the usage chart while Instagram has largest follower base. Some learnings emerge out of this study. With promotion across forums, costs can be well scaled. Two-way communication increases due to social media connect. Target audience can be better mapped. Content to be posted must be pertinent and trending. One must gauge which channel is being best used for particular aspects.

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