Tapping into user habits to create a strong digital presence

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.