Why social networks could be the new review sites

Consumers are increasingly likely to share their brand, service or product experiences with friends and colleagues through a social networking site, it has been asserted, which may mean social media marketing proves valuable.

A recent survey conducted by LexisNexis revealed that 57 per cent of respondents claim they are now more likely to voice their opinion online than they were last year.

Furthermore, in the last year, 60 per cent of the survey's respondents have chosen not to buy a product or service as a direct result of reading comments online.

Commenting on the findings, Geoff Galat, vice-president of marketing and product strategy at Tealeaf, said social media marketing could prove valuable as by establishing a contact point on sites such as Facebook, Twitter or MySpace, a human face was being given to the product or brand.

"[Doing this] wins you the respect of online audiences almost automatically. Often they just want to know someone is there in case they need them," he added.

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