Savvy internet users are well versed in social media, from networking behemoths like Facebook, to blogs, and social bookmarking sites.

Online marketing has expanded to include PR and advertising on these sites, and blogs continue to provide spontaneous marketing and reputation management, through consumer feedback and link building. Since comments on blogs cannot be limited, only managed, it is important for companies to maintain a presence on suitable social media sites, to maintain and build their reputation, and to reach new customers.

Creating and maintaining social media communication is an important process, especially with regards to the results of a recent study by Search Watch, which states that 59.1% of those in the study use social media to talk about their customer experience, and

72.2% research customer care online prior to purchasing products and services. Therefore, social media sites can provide positive exposure to your company, and can serve as a useful platform for communication, consistent brand building and maintaining relationships with customers.

Therefore social media has put the onus is on online marketers to make an effort to create relevant content, that is targeted based on genuine research and participation. With the benefit of added visibility, and a simple way to reach customers, social media can potentially be a highly successful addition to an integrated marketing strategy. However, as many Facebook users will tell you, it is also very easy to click “Ignore. The growing social media landscape is therefore constantly challenging online marketers to up their game, and engage with potential customers in new innovative ways.