Social media use on the rise among global firms

A new report has highlighted the increasingly important role that social media is playing in many global businesses' operations.

Data collated by research organisation Palo Alto Networks has revealed a 300 per cent rise in "active" use of social sites such as Facebook, Twitter and LinkedIn for sharing content and strengthening a brand's profile.

Twitter saw a particularly pronounced surge in usage of 700 per cent, due to the vital role it can play in helping firms keep in touch with users, clients and fans, as well as to spread their messages at a grassroots level.

The research firm said: "Social networking applications present organisations with ways in which they can reach new customers, build loyalty with existing customers and increase their business."

However, it was also noted that potential business and security risks must also be managed properly to gain maximum benefit.

Last month, a KPMG report showed that social media use is rising sharply in emerging markets, as companies with less capital are seeing it as an affordable way of gaining a competitive advantage.