Businesses using social media as part of their online PR strategy should take steps to define their goals, it has been stated.

Writing for, Gareth Bloor said it can be dangerous to use this channel without a plan because it may result in a waste of time and effort.

He warned firms that "the medium is not the message", saying that the ingenuity of each organisation is the key element in a successful social media campaign.

"When someone is reading your social media goal, ideally, they shouldn't be able to tell it has anything to do with social media or even the internet," he asserted.

The expert advised companies investing in these online marketing services to set "business goals" rather than to try to hit social media targets.

Earlier this month, Ben Staveley said in an article for Econsultancy that ecommerce firms utilising social media should use the channel to give customers greater value and improve their shopping experiences.

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