Internet marketing services 'must learn to converse'

Internet marketing services 'must learn to converse'

Brand advertisers do not know how to communicate with consumers, as the advent of social media has changed the way the industry operates.

This is the opinion of Jason Falls, a social media consultant and blogger with The Social Media Explorer, who noted that those in the online PR industry have two challenges ahead of them in terms of relating to the public.

The first, he noted, is the fact that they have "forgotten how to have conversations" with people "because they've been taught for decades to yell at them".

And the second, Mr Falls continued, is how to engender "immediate returns" from using social media.

Campaigns involving these networks means that there is no guarantee that the needle will move "in a short amount of time", he said, something that is scary to those in the industry as "their average lifespan is 18 to 24 months these days".

Mr Falls comments come in response to a study by New Media Age, which revealed that bigger brands are neglecting to use Twitter, despite the opportunities afforded them to reach customers through this medium.

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