Editorial

Abstract

Social media had, for a few years, been quite the laughing stock for some companies: a tool, an app, for youngsters to fiddle with. Those companies who were quick to realise the numerous opportunities social media had to offer are now reaping the benefits. It is no longer a laughing stock but a serious management tool considered vital for many companies’ marketing strategy. The ease of use, the reach, the influence, the cost (or almost no cost), and the flexibility of it has politely forced many companies to invest in utilising it to the best of its abilities. With more people behind screens nowadays, companies want to find ways to have more contact with their customers and publics who do not show up in person. So what better way to engage with them than together with them, from behind the screens? So let us engage with our customers ‘socially’!