Social media should be used in 'a creative way'

Companies that adopt social media should try to utilise the platforms in a creative way, it has been advised.

It is important for firms to perceive the internet as a communication vehicle and look at how different people engage with it, a representative from Ifalife.com has recommended.

Philip Calvert, social media commentator and founder of Ifalife.com, said: "It's almost like we've got to stop talking about social media and start talking about image and reputation management and use the internet in that way."

Mr Calvert emphasised that discussing social media with the belief of it being a new development is "getting to its sell-by date".

Social media has also been addressed by Entrust representative Jon Callas, who believes that the platforms present an effective way of distributing messages to consumers.

Mr Callas commented that the smartest companies are approaching sites such as Twitter themselves, allowing their services to be customised to their specific audience.

Posted by David Roberts