With 2011 expected to see large increases in spending on social media, online marketing service providers must plan a strategy in order to get the best out of the platform.

This is according to Econsultancy's Patricio Robles, who noted simply being active on services like Facebook and Twitter is no longer enough to see a return.

Like any medium, he explain, it was not about just being involved, but how an organisation exploited the options available to it that would bring success in this area.

He highlighted the opinion of Debra Aho Williamson, author of the Social Media in the Marketing Mix: Budgeting for 2011 report, which revealed many advertisers are still using multiple resources to manage their presence in the sector and focusing too much on their costs.

"Marketers should worry less about how much they are spending on social media … and more about whether those dollars are working as hard as they can, producing real, quantifiable results," she stated.

Markman OTW director Mark Batchelor also recently spoke of the opportunities provided by social media, explaining advertisers needed to be more creative in order to increase their brand.

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