People engaged in online marketing services need to have a clear idea of how they will make the best use of growing trends towards social media, one expert has claimed.

Econsultancy's Chris Moffatt noted companies need to consider their audience carefully and be aware of the tone of their content when creating campaigns.

He also offered several tips for getting the most out of the platform, with one suggestion being that companies should not be afraid to get involved and engage directly with their customers though blogs and direct responses to their comments.

Blogging could be an excellent search engine optimisation tool for organisations, Mr Moffatt claimed, giving loyal customers the opportunity to look "behind the scenes of your brand", as well as providing early notice of promotions and linking directly to sales pages.

Recently, Patricio Robles, also writing for Econsultancy, advised marketers to have a strategy to exploit the platform, as simply being active on services such as Twitter is no longer enough.

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