What is more powerful eyeballs or engagement? At a coffee store last week in Göteborg’s Central Station I pondered this, as people were tapping away on their tablets or smart phones. While, just across from the cafe was a large, rotating, advertising display, competing for audience attention.

Traditional marketing such as television and print relies on “eyeballs” to get the message across with no emphasis on the consumer. This makes traditional marketing one-sided and flat to younger generations. Unlike, social media which is about “engaging” with your potential customer. Social Media gives your company it’s voice or personality enabling new and existing customers to interact with your organisation on a more personal level. Social channels such as Facebook and Twitter allow people the opportunity to voice their opinions about your services or products in a casual manner.

With the percentage upon which people act on traditional or forced marketing estimated to be in the 1-2% range. It is easy to see why more and more companies are becoming interested in social media. Especially, when you factor in the rapid take-up of tablets and smart-phones.