For most people, especially the younger generation, the Internet today is synonymous with social networks with over 90% of 14 to 29 year olds registered on them.
In Germany, Facebook, Xing, Twitter, You Tube, Blogs, Linked In and Google (listed according to frequency used) are the social media tools most commonly used by businesses.
The budget that will be invested in social media campaigns in the future is estimated to rise.
This may be explained by the closeness of the service sector to the consumer/customer.
The most influential driver for the use of social media can be seen in areas where external business communication is important, such as marketing, public relations or advertising.