Research shows that 88% of marketers are using social media (Whiting and Williams, 2013), but without strategic marketing planning and specific goals in the long run, over-extension and lack of vision can lead to the failure of any marketing activity (Abdallah and Langley, 2014). So what is the purpose of having a corporate social media account?
Changing Consumer Preferences
Technological advances over time have led to a revolution in typical consumer profile and many customers are now constantly connected through mobile devices (Spaid and Flint, 2014). Social media sites Facebook and Twitter both sit in the estimated top 10 largest websites worldwide by traffic volume (Alexa.com) and users actively seek both entertainment and information via these channels as it is so easily accessible and convenient (Whiting and Williams, 2013).
via What are organisations using social media for? | Content Marketing and Social Media.