Authentic social media activities 'important' for search marketing

Brands are becoming more aware that the digital environment brings both benefits and dangers, a report has found.
According to 33 Digital´s study, with more channels of brand expression available, the dangers of a PR disaster have increased.

The report says "digital storms" can occur on social media networks if companies are not careful.

Leon Benjamin, a social media practitioner and interim project manager, noted that companies should push their authenticity in order to develop social media search marketing strategies.

"People talk to people, not to brands. Witness how @BTCare on Twitter changes the name of the person you´re speaking to everyday," he said.

He noted that companies need to focus on developing their own skills in-house, adding: "In the future, the main source of revenue for digital agencies will be the social software platforms and services they build for their clients. The current labour-centric revenue model - charging cost plus margin for people - is not sustainable in the long-term."

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