Social media has seen an enormous growth. According to a recent study by Pew Research Center, 65 per cent of adult Internet users claim to use a social networking site.
The rise of social media has forever changed the way that customers expect to interact with brands. To prove this, Nielsen published a report looking at the time Americans spend online. It found that e-mail’s share of time declined 28%, behind online gaming. Meanwhile, social networking climbed 43% and is the number one online activity in terms of time. While the data is for America, this trend is seen worldwide.