According to Tim Gibbon, director at Elemental, firms should also approach social platforms with "balance and realism" or risk dilution of their brand.
"[Social media] have evolved and this is important for businesses to appreciate; they will constantly need to do so as the landscape changes," he remarked.
"Balance and realism in what social environments can achieve is important in that just because businesses may have a presence, may participate, it doesn't mean it will yield the results expected."
Indeed, Mr Gibbon explained, quite the opposite can happen. If a business is not prepared with understanding of the changing platforms, he said brand dilution is possible.
A survey by Regus revealed recently that 41 per cent of UK businesses use social networking to win new customers.
Posted by Simon Jones
