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by Stephen Logan on 2nd March 2010
Brands have been advised that if they venture into the world of social media, they should not simply see it as an easy money-making opportunity.
According to Katy Woodrow Hill, account director at 1000heads, consumers using sites such as Twitter and Facebook do not want to have sales-led conversations.
Instead, they are keen to engage in two-way discussions centred around a topic other than the brand, she explained.
"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 continued.
As a result, it may be easier for companies to make use of professional SEO services if they want a way of using the internet to generate revenue and bring traffic to their site.
The expert added that it is "dangerous" for brands to venture into social media with the sole intention of making money.
Her comments come after a study conducted by the Society for New Communications Research revealed that 22 per cent of primary companies listed in the Fortune 500 now have a corporate blog that can be accessed by the public.