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Social media emerging as a top marketing channel, says BCS

 
Marketing News |  24/11/2010
Social media emerging as a top marketing channel...UK businesses must embrace the new opportunities presented by social media, according to BCS, the Chartered Institute of IT.

Eileen Brown, the organisation's social media expert, commented that customers have become "the new marketers" who drive the conversation about our brands online.

She claimed that social media is "the new way of communicating" and one that will not go away.

Consequently, businesses need to adapt their working practices to take advantage of the new conversation, Ms Brown added.

"Having a social media plan in place helps businesses to effectively connect with their customers," she said.

BCS research found that 79.2 per cent of social media-using survey respondents help friends or family members make decisions about product purchases, compared with 47.6 per cent of non-contributors

As a result, the institute has warned that organisations cannot afford to miss the marketing opportunities social media offers.

Ms Brown said the platform can help businesses connect effectively with their customers, improve perception about their brand and participate in the global conversation.

She suggested that social media strategies are needed for companies seeking a quantifiable return on investment for their efforts.

Google UK's industry director of technology Sarah Speake agreed with the comments about the benefits of networking websites.

She said that social media can be used to network, communicate, forge business partnerships and gain or share knowledge.

Tristan Garrick, public relations manager for the Direct Marketing Association, recently claimed that social media has become "phenomenally important" within the advertising sector over the last couple of years.

He claimed that the channel enables brands to form a relationship with the consumer in a completely different way to traditional marketing methods.

Posted by Jon Aspinell

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