Social networking sites have enjoyed a rapid spread across the globe, and practically, any company that shies away from the new concept, they do it at their own peril. Lucian Despoiu, chief executive and founder of Kondiment lays down the advantages and drawbacks of social media to IT&C companies.

The main advantages arising from social media to a brand strategy are the visibility and targeted communication. By knowing the particular features of every social site, consumer behavior and tactics, companies can adjust their marketing strategies for target and general or specific objectives.

“But I wouldn’t jump on saying that IT companies know the reality behind social sites. I’ve seen social accounts created only for the sake of it. In social media, it is very easy to get caught in the trap of routine, or worse, gawkiness, and socializers are the bitterest critics of all”, said the head of Kondiment agency.

Companies, Lucian Despoiu (photo) continued, must first of all view social sites as a channel rather than as a strategy. Just creating a Facebook account is not social media.

“Organizations must also grasp the opportunities for brand communication opening up in social media. After all, your social media presence is interpreted according to the quality of your interaction and how do you stand out from the crowd. The first question is “what’s in it for me?”. If you can make a difference and bring something new, something useful and funny to the user, you’ll have the upper hand in the social media arena.”

But how can social networking sites bring clients to IT companies? Social networking sites enable users to introduce themselves, and companies to introduce their products/services accordingly, make business or social connections and share content.

Facebook is a fascinating example of mass communication tool, due to its power usage