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SOCIAL MEDIA: Branching out: the new social networks

Two new social platforms launched recently by the creators of Twitter could present new opportunities for B2B brands, says Alex Aspinall

It’s interesting to think that the founders of almost all thriving social platforms couldn’t have predicted with any degree of accuracy how their creations were going to mature. The fact that the world’s largest brands are investing huge sums trying to leverage the social space these companies have created is, in many cases, more a welcome development than always part of the plan.

This organic ‘build it and see where it leads’ approach has created Facebook, Twitter, Pinterest and, perhaps to a slightly lesser extent, LinkedIn.