Prepare a formal report to critically analyse if social media is used just to connect people socially and assess how companies and especially small organisations are now using social media within their marketing strategy e.g. the type of content that works and how and when to use social media. Give examples and define how an understanding of consumer attitudes within the retail industry can make marketers more effective in the planning and control of marketing activities. Consider within the report the importance of social media and influencers and analyse a range of social media channels relevant to each market segment/consumer demographic. Use relevant examples throughout the report to assist your discussion. The assignment is in a report format and therefore needs to include an understanding and critical evaluation and argument towards statements made. The report should include sub-headings and can include graphs/images as appendices if this aids the points made