Particularly amongst the younger generations, but increasingly within older generations, social media is becoming a more and more relevant part 0f our day to day lives. We tweet news stories, like other people’s activity, and follow the accounts of the ones we love. Social media is a way of communication, a way of being in the now no matter where you are in the world or what time it may be.
Academics within the field of Geography and Sociology speak of a shrinking world, whereby technological advancements, namely social media, result in larger or imagined communities, whereby relationships can span over a wider, seemingly unlimited space. It’s not uncommon for people to meet each other online, communicate with loved ones from thousands of miles away and even share pictures and videos in real-time; social media can no longer be thought of as a ‘new’ touchpoint. It enables powerful and compelling content to be engaged with by a diverse base of people, and brands need to take advantage of this.