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cheap ranvir But how does she decide how to prioritise one social media channel over another? "We tend to start off from a fairly channel-agnostic point of view, by developing social content first and then deciding where it will play best, based in part on our understanding of the kinds of audiences that populate various channels and the kinds of interactions they conduct there," she says. Social content run on the brand's Facebook page, for example, where the average user is a 40-year old woman, tends to be very different from that run on Twitter. Either way, it's all about getting people to spend 'quality time' online with M&S, "at a time of year that we recognise is very busy for them, too," says Munro.