Прегледни рад UDK: 330.342.146, ЈEL: L20 Vol. 16, број 1/2014, стр. 65-77 65 USAGE OF SOCIAL NETWORKS IN COMPANIES ON MACEDONIAN MARKET – COMPARATIVE ANALYSIS Saso Josimovski 1 Lidija Pulevska Ivanovska Kiril Postolov Dimitar Jovevski Faculty of Economics, University “Ss. Cyril and Methodius”-Skopje, Macedonia Abstract : In recent years, social media have become ubiquitous and important for social networking and content sharing among people and companies. There is a revolution happening from the school room to the board room. It is being driven by a fundamental shift in how we communicate and it is enabled by what we commonly call – social media. Social media touch nearly every part of our personal and business lives. Last year 93% of the companies in Europe used at least one social medium to communicate with current and future customers. According to Financial Times, 97% of the companies in the USA have used social media for recruiting new employees. All these facts were inspiration for this paper to explore and see how companies are integrating social networks in Macedonia. For the purpose of the paper, a survey in Macedonian companies was conducted. Later the data was compared with the data from the previous survey conducted in 2010. Keywords: social media, social network, integration, Macedonia 1. INTRODUCTION The main idea of this paper is to point out the importance of the rise of social media integration from a company perspective in the region of South Eastern Europe and Macedonia. The world is changing in the way how the social media is used from different point of view. Each day we are witnessing new approaches and models used by companies in order to be closer to the customers that add more value for them and achieve better segmentation of the market. Besides the fact that nowadays consumers are overloaded with information, they are like never before empowered, in control and socially connected (Godin & Seth, 2008). At the moment, the domination of the new social communication on top of older analogue technologies is rapidly growing. Why are social media so attractive? To which level companies are integrating social media in their working? 1 sasojos@eccf.ukim.edu.mk