Companies need to make sure they are using the right kind of social media for their marketing needs, it is claimed.
Many firms are looking to use sites such as Twitter and Facebook to improve their customer experience and create brands that consumers will develop loyalty to.
However, according to Mike Seddon, founder of web promotion company KKSmarts.com, too many firms make the mistake of lumping all forms of modern media, such as You Tube, Twitter and Linked In, together.
Mr Seddon says that certain types of company work better with particular mediums are not with other - finding out which is the best is very important.
"You look at the demographic of your business and you decide whether that's going to fit well and I would suggest that for arguments sake, if you're a firm of solicitors you probably wouldn't go into Facebook, you probably would go into LinkedIn," he said.