How social media marketing could save businesses money

Businesses should take care not to embark on a social media marketing campaign purely to generate revenue, as such a scheme may be more useful at saving firms money, it has been suggested.

Katy Woodrow Hill, account director at 1000heads, said for some companies, rather than making money, social media marketing is more about reducing costs elsewhere by using networks as a customer services feed, rather than tailoring it towards sales.

She explained consumers do not just want to have commercial, sales-led conversations in social media, but prefer two-way dialogue about issues outside from how a brand plans to make money.

"You have to work with your consumers, your advocates and those that don't like you in order to develop a social media personality," Ms Woodrow Hill explained, noting it was "dangerous" for brands to adopt social media marketing purely to generate cash.

Her comments come after New Media Age reported that Sony Vaio's Twitter account has generated over £1 million in sales.

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