Digital businesses may improve their ad campaigns if they learn from the mistakes made by others in the industry, an expert has suggested, as well as enlisting the services of a professional.

Writing on the Econsultancy blog, Henry Elliss noted that, for those involved in internet marketing services, it can be "tricky … [to] prove the value of social media to a brand", but such steps are necessary as many of the errors made by firms occur because they attempt to master social media marketing "without consulting an expert".

"What should make a brand nervous is the prospect of getting it wrong," he said, citing phone manufacturer Motorola as an example of bad practice and why no attempts at sabotaging competitors should be made.

In 2006, the corporation allegedly placed a video on YouTube highlighting the ease with which a Samsung mobile could be snapped in half.

Earlier this month, companies were advised to ensure they have the right mindsets in place by Mike Sweeney from Web 2.0 Journal, as without these failure would be inevitable.

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