Firms should be as honest as possible when they engage with their customers on the internet and using social media is an effective medium for doing this, an industry source has asserted.
Leon Benjamin, a social media practitioner, highlighted the need for "authenticity" when having conversations with customers since this could allow companies to nurture relationships with them.
He pointed out that it is hard to define exactly how to create an ideal social media strategy, but being honest with clients, putting time into the project and using such networks within a business are positive moves.
Mr Benjamin explained: "Authenticity comes from equipping a large number of your employees with tools and empowering them to talk to the market on your behalf. Social media is most transformative inside the company."
Recently, 33 Digital released a report in which it claimed that one of the top ten issues that will affect digital marketing this year will be the arrival of social search.
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