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Today, there are many different types of social networking sites including Facebook, Linked In, Pinterest and Twitter. From all these different networks, brands are usually choosing one or more as a part of their social media marketing strategy. (Hellberg 2015.) Each social media platform has its own unique way of functioning and they provide differ- ent possibilities for companies to communicate to their target audience (Evans, McKee 2010, 4). Below is a representation of the most popular social media platforms in 2014. Figure 2 Top social platforms, groth in active users during 2014 (Globalwebindex 2015) 2.2 Social media for business As the way people are buying and doing research online about the brands and products is changing, it is important to understand how to use social media and how companies can benefit from it. (Rouhiainen 2015.) Business-to-consumer markets are changing due to the commercial development and this has made consumers easier to reach for compa- nies, even on a global scale. Yearly there are more than 800 million shoppers online. The Internet provides access to a totally new environment in which there are different ways to sell and communicate to consumers all over the world. (Chaffey, Ellis-Chadwick, Mayer, Johnston 2009, 619.) Marketing and operations are the core elements that support the selling process in social media (Evans, McKee 2010, 62-63). However the company also needs to understand how 8PDF Image | Successful social media marketing on Instagram Minoshoes
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