Firms 'must treat social media users as equals'

3rd October 2008

Businesses engaging in social media marketing should ensure they treat website users as equals, a new report has suggested.

Published by marketing expert Tony Chapman, the report - Social Network Marketing, Engagement Marketing and Brands - showed that Facebook and MySpace users are more likely to be receptive to brands that respond and listen to them via these platforms.

It is also important that organisations refrain from deluging users with ads and promotions as this type of strategy is more like to annoy than convert, Mr Chapman stressed.

He went on to explain: "If brands treat friends/fans as colleagues rather than customers, then trust is reinforced and the need to manage brand reputation is reduced."

This follows a recent research report from Boston-based consultancy Cone suggesting that the majority of US internet consumers think businesses should have a presence on social networking websites.