Social media marketing 'requires participation'

Social media marketing involves committing to participation, engagement and immersion, an expert has stated.

Jason Heller, executive vice-president of Laredo Group, told Media Post the take-up of social media has been one of the most prevalent trends in digital history.

Understandably, it has led to many marketers wishing they could target consumers more effectively through these platforms, he continued.

However, Mr Heller warned: "Tapping into this exciting media shift is not as simple as moving to a new fishing spot and bringing along the right bait but rather living in the ocean and becoming a fish yourself."

Whether conducted in-house or outsourced to an agency, regular contributions to the online community must be made, he added.

Earlier this year, Rachel Hawkes, co-founder and editor of online resource the Social Media Portal, warned that consumers are very alert to advertising and can feel hostile if they recognise that they are being marketed to.

She called on firms to provide content which enriches a person's online experience and which encourages click-through without damaging their enjoyment of social media.