Although many marketers are unwilling to actively engage with social media, they all want the benefits it confers, an expert has asserted.

Roderick Ioerger, writing for Marketing Pilgrim, suggested that although taking the time to learn how to use social media websites and tools can occupy precious marketing hours, the return on investment will usually be good.

Furthermore, firms which hope to use social media to their advantage must regularly participate in it, he added.

"If you aren’t an active member using the services you want to market on then you won’t be able to return the support to the people who you will need to leverage if you want to continually be successful," Mr Ioerger explained.

Recently, Stoney deGeyter, writing for the Internet Search Engine Database, suggested that marketers look on social media marketing as branding.

He suggested it may not directly increase conversions but it does build company awareness, potentially driving clients towards a firm in the future.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.