Tapping into user habits to create a strong digital presence

Abstract

This paper discusses the evolution of social media, user
habits and how to create an online brand presence. It describes the
structure of the global social media accounts for one of the
world’s top three confectionery brands, KitKat®, as well as the
importance of understanding and embracing internet culture. It also
considers the importance of brand tone of voice, understanding a
brand’s audience online and the benefits of experimenting with new
formats and apps, and looks at the growing culture of immediacy and
the changing digital landscape.