Andrew Girdwood, head of strategy for Bigmouthmedia, said that social media affects businesses "whether they like it or not", so it is vital to develop a strategy which can harness it.
"The more successful a campaign, the more social it is, so social media is incredibly important. The challenge is to realise that and start working in that social way," he said.
Mr Girdwood added that companies which are "switched on" to the possibilities of social media, such as recruitment and advertising, will benefit far more than those which are reluctant to adopt it.
His comments came after a recent poll by Daryl Willcox Publishing found that over half of companies used social media, and 35 per cent of these said they posted updates every day to platforms such as LinkedIn, Facebook and Twitter.
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Posted by John Oak
Source: The Sales Executive News