Firms 'looking to social apps for marketing success'

4th August 2008

Companies are moving to engage more with consumers through applications on social networks like Facebook, it has been claimed.

According to a Times report, with businesses such as Warner Bros and Disney moving onto the platform, the potential of social media for marketing purposes appears to be significant.

It cited comments from Sonya Chawla of social media publisher Slide suggesting that this form of marketing is rising in response to underperformance through other types of ads on social sites.

She said: "If you look at click-through rates on traditional ads in social media environments, they're extremely low.

"Users just don't respond well to ads pushed into their [personal] environments."

Meanwhile, small firms should also consider the potential offered by social networking websites when it comes advertising and marketing, according to Adam Schwam of Sandwire.

The expert told Newsday that social media offers numerous opportunities for little in the way of initial cost.