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18:40 30th June 2011
Social media strategies need to be subtly integrated as part of the operations of a company rather than working as a separate strategy, according to Tim Gibbon, director at communications consultancy Elemental.
"The knee-jerk reaction is to create social media department, dedicated teams, hire a social media agency and create a social strategy, but unfortunately some of these approaches tend not to be inclusive where they are not integrated into the operations of the business," Mr Gibbon said.
He went on to say that in place of a dedicated social media strategy, enterprises should insert the approach of using these platforms into an general media plan where "it is seamless into business operations," he added.
But the expert warned that "there needs to be a shift in the way that brands, media owners, technology providers think and work together" in order to facilitate the right conditions for seamlessly integrated communications.??His comments emerged as research by Regus recently found that SMEs in Britain are using social networks to acquire new customers with significantly more success than their larger counterparts.?
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