Social media trends and opportunities: Google's tips for brands

In this article, Laura Balkovich, Google's head of social for Asia Pacific, discusses the key trends marketers must respond to, from the rise of internet users connecting in more human ways to the increasing importance of mobile internet usage.

Social media trends and opportunities: Google's tips for brands

Low Lai Chow

At this year's Social Media Week Singapore, Laura Balkovich, Google's head of social, Asia Pacific, observed that six billion of the approximately seven billion people on earth already have a mobile phone. "There are more people who have mobiles than have running water or electricity," she said, adding that such a high level of access to technology was essentially "unprecedented".

The rapidly-changing technological environment not only impacts everyday life; it also shapes how people use the internet. And that, of itself, naturally affects Google. "At Google, we...

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