Social media a “gold rush” for businesses

Women in business who are keen to get the word out about their company may wish to consider turning to online channels – including social networks – rather than traditional marketing techniques.

Tim Gibbon, director of communications consultancy Elemental, remarked that social media has ushered in a "gold rush" for both the business-to-consumer and business-to-business sectors.

While there may have been some initial scepticism about whether or not social media was here to stay when it first gained widespread attention, it has grown into a popular way for businesses of all sizes to spread their message online.

Social networks, Gibbon asserted, are now making their way into mainstream media – many advertising campaigns on radio, television and websites now urge customers to "follow us" or "find us" on Twitter or Facebook.

He explained: "As social platforms, visitor traffic, subscribers and advertising models evolved, brand confidence has grown – in some cases overtaking traditional online portals – with the use of these platforms."

However, Abby Johnson of WebProNews said that it is important to understand the difference between being a brand that uses social media and a "social business".

Citing the book Smart Business, Social Business: A Playbook for Social Media in your Organization, she clarified that social businesses are based on "social infrastructure".

This means promoting social behaviour, creating a social culture within the business and encouraging effective communication across all channels.