An expert has spoken out about the importance of creating unique content when using social networking as part of a marketing strategy.

Jacob Morgan of the Chess Media Group says that businesses that want to take advantage of the social networking phenomenon need to first establish where their customers are most active. This will enable them to identify where their customer base spends most of its social networking time, thus enabling their marketing to target these areas.

The next stage is the creation of unique content, which is the key to establishing a strong brand community online. This is according to Morgan who explains, "brands need to continue to provide interactive, valuable and unique content to their customers to keep the relationships and the community going strong."

Morgan’s statements follow news that Facebook is the most popular avenue through which to share online content, such as news articles and blog postings. Some 31 per cent of all content sharing occurred through Facebook, with 30 per cent happening through Google and 25 per cent through Yahoo!

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