Social media is one of the most powerful ways to market out there,. tThroughout my apprenticeship, I have been researching on how to improve engagement and social listening on our social media platforms. Most of the world’s population is on social media (2.34 billion people on average are on at least 1 social media platform), and this is likely to grow over the next couple of years,. eEven youngsters between the ages of 3 and 6 are interacting with social media, and parents creating social media pages for their kids have become more and more popular. Many see it as a way to connect with all kinds of people without the face to face contact that was more common 5 years ago. People don’t feel the need to meet for a catch up, as they can do it online in the comforts of their own home.

There are many social applications out there that all do a similar thing, but at the same time, different things. There’s Instagram that mainly focuses on picture sharing,; Facebook and Twitter are very similar in the way they use their platforms to connect people, as Facebook's slogan states “Be Connected. Be Discovered. Be on Facebook", and the newest guy on the block, Snapchat, which is an instant picture messaging service and unlike Facebook, Twitter, and Instagram, only lasts anywhere from 10 seconds to a 24 hour ‘story. There are more applications being developed every day, but the question is which one is the best to use. Below is a chart showing the use of different platforms in September (Ranked by number of active users in millions).