How to optimise social networking time

While many businesses have realised the value of social media marketing, companies have been advised not to spend all of their time Twittering and networking when there is other online marketing work they could be doing.

In a blog for Search Engine Watch, Carrie Hill explains that some large brands have employees with the specific task of visiting social networks to act as brand advocates but that smaller companies' employees had multiple responsibilities.

She noted that the "crux" of successful social networking was the huge time commitment.

"Because there's a huge amount of noise on Twitter and a small amount of signal to be found, it's important to weed the signal out without reading every tweet thoroughly," Ms Hill explained.

She advised that firms could create a saved search using keywords related to their business on the tool TweetDeck and they could also schedule "promotional tweets" to be released through EasyTweets, which could cut the time they need to spend on the network.

Meanwhile, Tim Houghton, managing director of New Media Intelligence, recently commented that more small UK companies are using Twitter to gather customer feedback on their products and services.

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