This prompts an interesting discussion into whether companies should use social tools to promote their business online, and if so, how exactly they should do it. In short, I believe that yes, companies should be making use of these tools. Nearly everybody has Internet access now, and the social platforms that exist are sophisticated enough to segment user groups for targeted advertising. In effect, we’re now being fed information based on our interests which leads to less annoying adverts and higher conversions for businesses.