Online retailers selling goods for parcel delivery must evolve along with the social media landscape, an expert has suggested.
According to Tim Gibbon, director at communications consultancy Elemental, social media platforms such as Facebook, Twitter and YouTube have evolved to such an extent that every ecommerce store must interact with them effectively.
These socially-driven environments are constantly shifting and businesses must be flexible enough to follow suit, he continued.
Mr Gibbon went on to point out that the way firms interact with the technology is just as important as being there in the first place.
"Balance and realism in what social environments can achieve is important in that just because businesses may have a presence ... it doesn't mean it will yield the results expected," he commented.
In fact, the specialist added, companies who wade into social media without fully understanding the changing landscape can actually end up diluting their brand.
Author: Paul Burn