IT industry news: Smaller brands 'have advantage on social media'

08:39 18th August 2010

Smaller companies have an advantage over larger corporations when it comes to boosting their presence in the social media space, according to Nicola Clark, features editor at Marketing Magazine.

"Small brands are at a massive advantage because they are not at risk of being a faceless brand," she said.

She highlighted how big brands like Coca Cola are staffed by a big PR agency when it comes to updating their Twitter feed, while smaller shops on Twitter are updated by familiar faces or people costumers know. "There's a genuine community there," she added. The use of social media is a topic that could be taught in IT training.

Ms Clark went on to say that a lot of big brands are trying to artificially create a community where it doesn't actually have place. But she said smaller businesses are able to genuinely have that community.

Separately, chief operating officer of Facebook Sheryl Sandberg revealed in an exclusive interview with Business Week that big brands have increased their advertising spend on Facebook by as much as 20 times.

Posted by Paul Davis

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