Social media 'phenomenally important to businesses'

Social media is a "phenomenally" important tool for marketers as it engages consumers, an expert has said.
According to Tristan Garrick, PR manager for the Direct Marketing Association, social media enables brands to establish a relationship with customers in a way that no other form of marketing allows.

"It´s just a great opportunity for consumers to take the brand in their own hands, pick it apart, play around with it and actually form a closer relationship for pulling information out rather than having information pushed to them," he stated.

A recent survey by software security company Clearswift found that over 90 per cent of companies believe Web 2.0 technologies play a significant role in generated brand awareness.

But with 61 per cent of respondents identifying security as their primary concern, Mr Garrick acknowledged the "certain inherent dangers" attached to social media.

Recently, industry commentator Martin Parry said on the UK Business Advisors website that social networks are an ideal way to provide "value and interest" to consumers.

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