Incorporating social media into an internet marketing strategy can be a useful way of developing brand awareness, it has been claimed.

In the current financial climate, this online marketing method can also help keep costs down.

Howard Belk, co-president of brand consultancy firm Siegel+Gale, told UTalkMarketing that firms are only just beginning to realise the benefits of the full digital marketing spectrum.

He told the website: "Brands have had a lot of trepidation regarding engaging directly with their consumers and have a great fear about letting someone else talk about their brands.

"But social media provides a useful outlook on what consumers think about a brand."

Social media is also an excellent platform for developing long-term consumer relationships and getting a dialogue going about a brand.

Earlier last month, the editor of Social Media Portal claimed that social networking has become an "integral" part of business for many firms.

How do firms begin to engage a social media audience?

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