Independent financial advisers (IFAs) are increasingly looking to social media to enhance their internet marketing efforts.

This is according to Philip Calvert, founder of IFA Life, who told Mortgage Introducer that social media is becoming more attractive to advisers for its potential to increase search engine rankings and reach a massive audience.

Despite this, he cautioned IFAs against simply logging on to social networks just to advertise their services, noting that social media users tend to resist such overt selling tactics.

He advised: "The more you try to sell yourself, the less you’ll actually sell. But if you are seen as someone who is helpful, knowledgeable and a good networker, you will quickly attract people to your profile page or website."

Social media could potentially be a sound tactic for marketers in the travel industry, Scott McNeely of Viator said recently.

He told Eye for Travel in an interview that user-generated content such as reviews can be a good way of ranking for vital keywords.

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