Expert: Brands must increase presence on social media

Communication with customers can be improved if businesses are willing to engage with consumers on social media, says an expert.
Companies are missing "significant opportunities" by not setting themselves up to interact with customers across social media networks, according to an industry insider.
Research by iCrossing indicated that top brands are not connected enough to their customer base.
The company noted that when greater intimacy is achieved with consumers, the quality of communication can improve too.
Adam Lavelle, chief strategy officer of the digital agency, claimed that companies should have a dialogue with consumers, not just shout at them.
"Brands know they need to connect with consumers across new media channels, but the brutal fact is few are doing it well."
To measure the "connectedness" of brands, the agency looked at engagement on social media networks, how much presence they have on blogs and the standard of their own websites.
This week, a representative from New Media Age suggested that Google could fund its Social Search tool by having sponsored Tweets appear on the right-hand side of the display.

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