IT industry news: Business 'must engage with social media or risk dilution'

18:43 30th June 2011

Companies must engage with social media or risk diluting their brand or even failure, according to Tim Gibbon, director at Elemental, a communications consultancy.

Social media platforms enable companies "to have direct communication and interaction with its audiences within their own environments", the expert said.??"They are having conversations with both media and their audiences on their level without the barriers that they were once faced with," he added.??

Companies that don't interact with this new technology themselves could be left behind, Mr Gibbon added.

"[Social media] brings both opportunities and threats, but regardless of this it is happening and it is a case of engage or be ignored, suffer brand dilution and possibly fail," the expert said.??His warning emerged after a survey conducted by Fresh Business Thinking, more than half of professionals report a direct boost to their business as a result of their social media usage.

Posted by Hannah James
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