Losing control

Many businesses and brands may be fearful of any negative situations that should befall their company, however, one sector commentator has claimed that the rise in social media has meant that firms are "no longer the sole owner".

Writing on the online pages of Search Marketing Gurus, Li Evans explains that this means embracing social media can be a scary idea.

"When companies are not providing their customers or their audience with the one or few things they are clamouring for, these days, the audience goes out and does something about it," she adds.

However, Ms Evans advises loosening up on the control and that by recognising the brand's core demographic or audience, firms can in fact produce amazing results.

Meanwhile, Tamar Weinberg has posted a blog on Techpedia explaining that businesses using social media sites should keep in mind the issue of appropriate etiquette.

For example, when using Facebook, companies should tell users who they are rather than simply adding them to their friends list without an introduction.

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