The amount of customers engaging with businesses and brands via social networks such as Twitter, Facebook and LinkedIn has doubled in less than a year, according to a new survey.
Fishburn Hedges and Echo Research noted that 38% of customers interacted with brands on popular social networking websites, up from 19% eight months ago.
Customers are also preferring to communicate with brands through social media, with 6%% stating this is their preferred communication method with businesses over much-maligned call centres.
A key benefit of social media is the ability to pass on messages about a company to a number of people at once, although new businesses and start-ups were warned not to stop communications via telephones just yet.
Businesses were also advised to ensure social media strategy fit in-line with its other channels of communication, rather than existing on its own as a separate entity and therefore confusing potential customers.