Companies planning to use social media as part of their marketing strategy or online PR campaign are becoming increasingly knowledgeable about the channel.

At least this is according to communities director at VCCP Jed Hallam, who said in a guest blog for Econsultancy that some businesses are even working on building up skills in this area within their company.

He explained that it is an accessible channel for a variety of different types and sizes of firms because of the low costs involved in entering the sector.

The expert noted that as firms use other companies to cater for their social media needs, they may get exponentially larger returns when they invest greater amounts of money.

In an article for MyCustomer.com, Richard Evans claimed that companies should try to use social media to develop an online personality.

He recommended focusing efforts on educating potential clients and developing peer recommendations, rather than using the channel to distribute content full of "corporate-speak".

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