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Social media value 'comes as part of wider marketing campaign'

Rachel Wheeler

November 4, 2011

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Companies should not rely solely on social media for their marketing needs, it has been suggested.

Many firms are turning to social media sites like Twitter and Facebook in a bid to engage with customers and promote brand awareness.

In this respect it can be highly effective, according to Sophia Haynes, director of marketing and communications at the Internet Advertising Bureau, with spending in this area increasing by 60 per cent year-on-year in the first half of 2011.

However, social media must complement other types of marketing, not be the sole channel, Ms Haynes explains.

"Social [media] definitely is changing a lot of things, but it isn't the answer to everything … Because actually, only certain people want to be involved [in] getting engaged with brands in social [media]," she added.

Ray Jones, head of marketing and communications at the Chartered Institute of Marketing, says it is important for firms using social media to monitor their brand image and responded to customer complaints and feedback quickly.

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