Companies 'still unsure on social media use'

Marketers are still not clear how best to engage with consumers on social media sites such as Twitter, says an industry commentator.
It is still not clear to many businesses how social media can be used most effectively, an industry insider has suggested.
Peter McCormick, general manager and co-founder of ExactTarget, claimed that a lot of firms are still considering which is the best way of approaching consumers on social networking platforms.
He pointed out that there is plenty of potential in social media just waiting to be utilised by marketers.
Mr McCormick made his comments following the release of a new product by ExactTarget which automatically generates Tweets based on email marketing content.
"This allows marketers to adopt a process-based approach to enhancing the interactivity of an email marketing campaign, while creating a meaningful dialogue with customers," he said.
The new Twitter integration product will be available from November 6th.
Last week, the social media site stated that it will be producing and selling wine in the future to raise money for international literacy charity Room to Read.

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