A01 chaf6542 06 se fm indd

6 

Company  user-  generated content and community. Distinct from the other types of 

social presence which are independent of companies, these are the company’s own social 

space which may be integrated into product content (reviews and ratings), a customer 

support community or a blog.

Case study 1.1 considers the growth of Facebook, the largest consumer social network in 

many countries.

Search marketing

Companies seek to 

improve their visibility 

in search engines for 

relevant search terms by 

increasing their presence 

in the search engine 

results pages.

Social media 

marketing

Monitoring and facilitating 

 customer–  customer 

interaction and 

participation throughout 

the web to encourage 

positive engagement 

with a company and its 

brands. Interactions may 

occur on a company site, 

social networks and other 

 third‑  party  sites.

Social media

A category of media 

focussing on participation 

and peer‑to‑peer 

communication between 

individuals, with sites 

providing the capability to 

develop   user‑  generated 

content (UGC) and to 

exchange messages 

and comments between 

different users.