According to a 2016 study published by Eurostat, the statistical body of the European Commission, 39 percent of EU companies now use social media to communicate, and three-quarters of these companies are using social media to build their image and to market products.
While more significant in certain sectors, the exponential growth in the use of social media by companies is unquestionably a global trend. The reach of social networks is now so vast that it has impacted the way people access and consume news. The celebrated success of “Instant Articles” by Facebook reveals that its members are keen to access their content without leaving their social network. Some digital native companies are now focusing the bulk of their digital communication efforts on social networks, having little to no interest in maintaining and updating their own website.
