Social media marketing 'is not risk free'

Marketers using social media should be aware of the dangers posed by the channel, an expert has said.
David Bennett, director of consumer business development at internet security firm Webroot, said the main online threats now were no longer viruses but information gathering.

Brands could suffer damage if the information they hold about customers is leaked, stolen or used for malevolent purposes.

"People need to realise that you´re not just posting any information about yourself just to a friend and that it´s open to malicious code from hackers or certain sites," Mr Bennett said.

Malicious hackers are evolving to find ways around security measures so there is no room for complacency, he added.

Private users have fears over their own usage of social networking sites, with 11 per cent admitting to deleting an account over security concerns.

According to the Association for Information and Image Management Europe, many businesses are failing to manage social media effectively and may not be maximising its potential.

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