Social media are undoubtedly an asset that companies cannot do without today; it is not enough to be present, but it is necessary to do so by adopting a strategy with well-defined objectives and dedicated content. As the analysis also shows, the winning strategy consists of having appropriate content depending on the social platforms used.
In fact, users seem to reward those who develop ad hoc material to publish on the various social media; moreover, among the most successful contents we find tutorials, which show how the community appreciates the desire to raise awareness to support consumers in getting the most out of the product.