Social media 'becoming established' online marketing channel

12:22 16th June 2010

Social media is becoming a more established channel for online marketing, advertising and public relations, it has been claimed.

A new service, called NM Incite has been launched and it is geared towards understanding social media and the analytics behind it.

Media giants Nielsen and McKinsey are backing the new tool, which will help North West e-commerce firms monitor their use of the social media platform.

Commenting on the new service, Tim Gibbon, co-founder and editor of the Social Media Portal, said: "Professionals, both agency and brand-side, are eager to demonstrate the return on investment of involvement in social media."

A recent survey by Econsultancy and Guava found that 81 per cent of companies are using Twitter for their online marketing while 78 per cent make use of Facebook.

"At this time, with so many promotional channels that social media touches, a multi-layered approach may be a prudent way to at least ensure that the right type of data and information is sourced," said Mr Gibbon.

He added that there is no "catch-all method" for measuring the impact of online marketing and social media and it is becoming increasingly clear that people need to consider the "various mediums that a business uses" in order to improve their understanding of the mediums.

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