Marketers not a good social media date

Despite the increasing popularity of social media sites - and the marketing potential they offer - many marketing firms are missing the point.

According to Erik Qualman from Search Engine Watch, too many companies have links from social media sites that take users to their own websites.

This is a mistake, because social media offers plenty of opportunities for marketing, without getting users “into their prospecting databases”.

“It’s analogous to meeting a pretty girl within a bar and asking if she would like a drink,” he explained.

“When she responds ‘yes’ rather than ordering a drink from the bartender, you grab her and throw her into your car and drive her back to your place, since after all, you have beer in your fridge.”

Regardless of whether they are getting it right or not, marketing firms certainly seem keen to spend on social media.

A survey by online vendor-matching service Junta42 this month found that 68 per cent of marketing professionals will be putting the medium at the top of their agenda.