Organisations considering ways to improve their internet marketing strategies might want to try to formulate social media campaigns to create a dialogue with consumers.
According to James Swift, director and founder of Beyond Interactive, simply posting on sites such as Twitter and Facebook is not enough.
He explained that firms that follow this approach to social media might be missing out on an opportunity to communicate in a more meaningful way with a range of people.
Mr Swift observed that social media makes it possible for companies to get "involved in two-way dialogue".
"You get some companies that will measure everything and are actively, seriously including social media as part of their strategy," he observed.
However, he noted that some just see channels such as Twitter as a box to tick.
This comes after Gareth Owen said in an article for Search Engine Watch that the number of followers a brand has on social media portals can be an indication of how "authoritative" they are.
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