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The use of social media has been highlighted as beneficial for online businesses, as it can make brands appear more human.

Geoff Galat, vice-president of marketing and product strategy at Tealeaf – a customer experience management solutions company – noted that setting up a contact point on pages such as Twitter and Facebook can help firms open new routes of communication with customers.

“You put a human face and name on your organisation,” he remarked, adding that by doing so, respect of audiences is won “almost automatically”, which suggests that those in online marketing services positions may profit from doing so.

Customers often “just want to know someone is there in case they need them,” Mr Galat went on to say.

His comments come in response to a survey by LexisNexis, which revealed that consumers are increasingly turning to social networks as a way to voice their opinions, with over half of those polled stating they would share negative opinions of products and services on the internet.

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