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The channels that are first and foremost interesting today is Facebook, Twitter, Youtube, Linkedin, Instagram, Blogs, Podcasts, Snapchat, Pinterest and Slideshare. Which media depends on the companies’ purposes and goals with their social media presence and target groups. They have to think about content and presence in each channel and which channels they should concentrate on and which to not focus on. She adds that a new trend that they see and they need to relate the services to, is based on content which can not be saved, so called disposable media. Creating materials that disappear and hence cannot be reused is undeniably a challenge for companies. Snapchat is one of the first actors in this segment, but there are also other services that function similarly. For example Meerkat and Periscope who will continue to drive this development forward. These are channels that they need to introduce to companies social media palettes. For businesses, social media is both a challenge and an opportunity. The challenge is to reflect about how marketing is looked at: it is no longer one-way communication, it is no longer to push out as much as possible in ordinary media channels, but an effort to be present in the digital. The challenge is to create a platform for a brand and to be interesting to the consumer both by wanting to buy and also wanting them to be like ambassadors for the brand by liking, sharing and talking about the brand in their own channels. The opportunities are opening channels to customers’ meaning that they establish a relationship before, during and after a purchase. When it comes to Instagram the target groups have an opportunity to get closer to the company by visual storytelling. To give the followers an insight in a company’s everyday business with pictures and captions that complements the picture. The value is in the content. Communication in social media is designed to amend or reinforce consumer behaviour and is a mean to attract potential customers, make them into paying customers and retain them as loyal customers. In addition get those customers to talk good about the brand in its own channels. Then next question was if she thinks that there are optimal time intervals for advertisement in social media and which the most common mistakes when marketing on Instagram. Sarah answered that social media and advertisement do 33PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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