Hear expert business advice from Tom Smith, Research Manager, EMEA, at Universal McCann. The expert behind the renowned Wave 3 report, Tom reveals his thoughts on social media's biggest trends: "We have seen a big move towards video and multimedia content. I mean video sharing sites just keep on taking off wave and wave. We know that is down to increasing access via broadband. The technology and the cost of creating things on videos is falling year on year. So all of these, you know everything is becoming more multimedia is becoming more advanced. The content that consumers are creating is probably more watchful than it used to be and attracts a wider audience. Things are evolving like blogging is becoming easier and more accessible and available on a bigger number of platforms. So you can blog online, of course you can blog on a social network page, you can blog via your mobile, you can do what's called micro blogging where you just blog in one sentence or less. So you know everything is evolving and there are more access points for people to create and share content than there ever has been. I mean the numbers that we have looked at and we have surveyed hundreds of millions of people worldwide are passively consuming this. So hundreds of millions of people are reading blogs, watching videos and video sharing sites, looking at other people's photos from around the world. You know it is a mass phenomenon. If you are online you are doing it so as internet penetration rises you know the impacts of social media will be felt amongst all parts of the population worldwide. It's relevant because it is where consumers are increasingly spending their time when they are online and we know we have seen in this research that people are spending more and more time in less environments because social networks now allow you to do everything you want online. So allow you to keep in contact with friends, allow you to share photos, they allow you to look at other kinds of content from external websites. So people are spending less time on sites outside of this. So you kind of have to take the message to where people are going to be, which is inside social media rather than build a brand website and expect them to come. It's about taking your content to them and taking your message to them where they spend their time which is increasingly social media." See more business news television shows from Tom Smith, as he gives his top expert business advice at http://www.yourbusinesschannel.com Find out more about the very latest show releases, as well as other yourBusinessChannel news by visiting our blog at http://www.yourbusinesschannel.com/blog.aspx