Companies hoping to use social media as part of the online PR campaign should try to emphasise education about their services and minimise the amount of "corporate speak" in their marketing messages.
This is according to Richard Evans, an expert in the sector, who said in an article for MyCustomer.com that firms should try to develop an online personality through social media.
He noted that consistency is important because those who interact with a firm using sites such as Facebook will expect a similar "voice" in email communications.
"Make sure your marketing messages focus more on education, personality and peer recommendations rather than corporate-speak," he recommended.
Firms using web marketing services were advised to give people communicating with them through social media the chance to tailor what communications they want to ensure they only receive relevant and desirable missives.
This comes after John Lynch claimed in a Search Engine Watch article that companies can gain greater control over their online PR by utilising social media channels.
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