There is much evidence to demonstrate the growing importance big brands place on social media; which is hardly surprising when you consider 73% of British internet users use social network sites and about 42% of those 37 million people follow a brand.

However a number of organisations have had to rethink social media policy once it became clear engagement isn't a one-way street.

Until recently, pharmaceutical organisations could "reach out" to customers without having to manage responses.

Facebook has now insisted customers must be allowed to respond to posts and as a result a number of pharmaceutical companies have disabled their accounts. Why? Because they don't have the resources to deal with the influx of posts, perhaps? Or because they recognise that ignoring a post can have a significantly negative impact on their brand.

There is little doubt social media is an important element of the marketing mix, however, before you jump on the bandwagon, ensure your business is fit for Twitter purpose.

• Does your company embrace PR already?
• Do you have the resource (with authority) to be able to monitor and respond to comments - both good and bad?
• Are you able to act upon the suggestions/requests you receive?
• Do you have anything meaningful to say?
• Are you able to measure effectiveness v effort?

If the answer to any one of those questions is no, I would suggest a foray into social media isn't right for you... yet.

At its core, social media aims to provide a platform where brands can engage with customers, but that goes both ways - customers expect to be able to engage with the brands too.

Real marketing has never been just about clever ads, snappy slogans or using flashy technologies; it's about effectively embedding and communicating a customer-focused proposition and a fit for purpose offer that customers are inspired to buy. Get that right and social media is a valuable extension to your marketing mix. Get it wrong and you must hope Facebook never creates a "dislike" button.

• Contact Paul Williamson on 01303 298388, email paul.williamson@realia- marketing.com or visit www.team-realia.com