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Making the most of the social media opportunity

The influence of social media has spread to become one of the most important new ways for businesses to reach a potential audience of millions.

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Understanding your customers is the key to success. Social media not only allows businesses to reach a broad audience in a very inexpensive manner, it can also be a vital testing ground which helps them shape a message, monitor response and understand customer perceptions, in real time.

OVER the last decade, Singapore has cemented its place as one of the world's leading social media societies, with more than three times the number of users per capita than the global average. As the use of social media has become more pervasive, its influence has spread far beyond social sharing