Firms looking for website marketing services might want to heed the advice of one specialist who advised companies to establish which social media channels are most relevant to their brand and target these.

AnnMarie Hanlon said in an article for Smart Insights that it is important to establish the right online persona, which may vary depending on whether consumers or other businesses are being targeted.

The expert warned that companies targeting the public that fail to establish a presence on sites such as Facebook may find that a page is set up for them by someone else.

She explained that this can be dangerous as organisations have less control over the content, offers and material posted on it.

"Ensure that your brand captures the relevant social media space. And more importantly, promotes this both online and offline," Ms Hanlon asserted.

Earlier this month, a report by Experian Hitwise showed that in January social media overtook entertainment to become the number one form of web activity.

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