Marketers should make most of social media says report

Social media marketers need to make the most of medium

Businesses using social networks are not meeting the expectations of their customers, a new report has claimed.

A study from ForeSee results has shown that 62 per cent of people still prefer to communicate with companies via e-mail, with only two per cent opting for social media. Of those who chose networking sites, a third claimed Facebook was the social media platform where they liked to see adverts, although some 18 per cent of the total surveyed said they didn't want firms to communicate with them at all.

ForeSee CEO Larry Freed remarked that businesses need to ensure they are doing all they can to take advantage of social media marketing opportunities. He added that a bad campaign could even damage a firm's reputation:

"[Marketers] need to make the most of it by making sure that interactions on social media meet the needs and expectations of customers. Otherwise, the effort is wasted and could even be detrimental to the business," he said.

Shop without leaving Facebook

The news comes after fashion giant ASOS recently fused social media marketing and e-commerce with a new Facebook app.

Customers who download the product can shop without leaving Facebook, and take advantage of the social network's commenting feature. The company's e-commerce director James Hart told New Media age that he hopes fewer clicks between purchasing