According to marketing experts, the idea that social media channels are a passing fad is flawed and such thinking can cost a company revenue.

A large number of prospective customers will avoid companies that are not present on Facebook or Twitter. Businesses that fail to optimise social media marketing are likely to miss out on opportunities. As such, the majority of global enterprises operate channels within the main social media platforms: Facebook, Twitter, Google+ and LinkedIn.

To maximise the potential of these social media channels, it is important for companies to ensure content is engaging, intelligent, original and, for maximum exposure, shareable. Social media marketers should use engaging content that drives clients to the corporate website, ultimately leading to potential customers clicking the ‘buy-it-now’ button.

To ensure social media marketing is utilised fully, it is vital that content shared includes blog posting, webinars, ebooks and infographics. For greater coverage, businesses should look to include a variety of content media. Content needs to be current, provide solutions and use data to confirm and support claims.

In addition, social media marketing executives need to work hard in ensuring content is easily located. There are several ways to improve coverage and online presence. Businesses should consider using SEO, social advertising, social engagement and newsjacking- relating content to trending news stories.

A well thought out and implemented social media marketing campaign can be a genuinely powerful tool but it needs to be carefully planned. It is no longer enough to simply have a social media presence.