Before an organisation tries to use social media to benefit their consumers and sales, a solid and proven communications strategy should be place.

This is according to new research, conducted in the UK, Germany, France and the USA, to find out which tools and techniques do best when luring in consumers to a brand.

Consumers agreed that being given the option of channels to use contact/make a purchase encourage consumers to buy from a brand (58%). Home delivery was favoured by over half (61%).

However 29 per cent agreed that being a member of an online community would encourage long-term brand engagement. Interacting with organisations via social media was also favoured by 18 per cent.

It is understandable that organisations want to jump on the bandwagon that is ‘social media’ – however the hype surrounding the popular platforms can have a negative effect on a brand not just a positive.

Brands wanting to encourage consumers with social media platforms should make sure they have the basics in good communication management and customer service already established.

Organisations have been advised to avoid concentrating solely on social networking and neglecting other forms of brand marketing, it’s good to remember that despite the hype, social media is not used by everyone.