Internet merchants can give their business a serious boost by engaging with social media, it is claimed.
According to Jon Callas, chief technology officer (CTO) at Entrust, "smart" companies are creating a presence on social media sites as a way of enhancing their brand.
Doing so enables them to reach new potential customers cheaply, while also allowing them to inform people about new products, services or promotions.
Furthermore, providing a social media platform for employees within the company to discuss issues affecting them is a good way to gauge employee motivation, Mr Callas adds.
"The more a company embraces it themselves and takes control of it the more they can understand what's going on [within their own organization]," he said.
Research recently conducted by DLA Piper has identified that 65 per cent of businesses encourage staff members to use social media for work purposes.
Posted by Rachel Wheeler