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Social media marketing 'unlikely to generate direct profits'
Marketing News |
02/03/2010
Brands and businesses that aim to profit from their social media campaigns may have the wrong idea, according to one industry commentator.
Commenting after Sony Vaio's Twitter account was reported to have generated over £1 million in sales, Katy Woodrow-Hill from social media consultants 1000heads claimed that such websites exist primarily as a communication channel.
"For some people, social media marketing has nothing to do with making money and for them it's about saving money and reducing costs elsewhere," she claimed.
"It's dangerous for brands to venture into social media thinking that they are just going to make money."
Ms Woodrow-Hill said marketers need to work with consumers and advocates to develop a social media personality before significant return on investment can be yielded.
Twitter was the social media channel of choice in 2009, according to research conducted by the Society for New Communications Research.
Posted by John Lynes
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