Highly competitive companies have taken the aggressive path and actively pursued the “Social 5-Pack”, made up of: Facebook, Twitter, Google+, LinkedIn and YouTube. This is in line with the aim to engage their target market and existing client base in order to fill the top of the sales funnel as well as understand the prevailing consumer preferences and behaviors to ensure brand loyalty.

However, signing up and maintaining multiple accounts on all social networking sites is not as easy as it seems. Jumping right in without any in-depth understanding of the social media process can prove to be potentially detrimental for a company, which can lead to exposing its online presence at serious risk and leading it towards an unproductive direction.