SOCIAL MEDIA IS a lucrative marketplace for businesses of all shapes and sizes .
Being able to integrate seamlessly into the everyday consumption of Twitter , Facebook , Instagram and the like can connect customers to companies without them even realising it .
But how far should advertisers and indeed the social media providers themselves be willing to go in generating money from what many users see as their own personal , private cyber space ?
With this in mind Business Review Europe and Middle East spoke to Brandwatch , top social media analysers for big name clients including IKEA , Argos and ESPN . CEO Giles Palmer answers our questions .
Business Review Europe & Middle East ( BR EME ): Did you notice an increase in investment by brands in social media advertising over the course of 2014 ? What do you expect to see this year ? GP : In our business , we ’ ve seen a huge increase in the demand for social media data and the clarity on spending that analysis of that data brings . As companies learn to measure the ROI of social , the case for social media advertising becomes greater . We ’ ve seen great annual growth in our business in part due to brands seeking attribution on their social media spend .
BR EME : Is there big money to be made from advertising on social media ? GP : Brands have to be on social media because their customers are there .
“ With the attention of audiences being split between so many platforms , social media is the only reliable place to target them ”
With the attention of audiences being split between so many platforms , social media is the only reliable place to target them . You can do great things with organic content , but with Facebook ’ s changing algorithms relating to the
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