One size does not fit all for social media, it has been claimed.

Businesses, such as parcel delivery firms, need to be choosy and realise that a tailored approach to using social media is required to maximise its usefulness, it has been suggested.

In terms of customer service, social media is most useful for dealing with low level queries, according to Anand Subramaniam on Forbes.com.

Complex inquiries, he explained, require greater one-to-one communication that may not benefit from everyone hearing about it.

He also urged businesses to "get picky about the venue" - Facebook, Twitter or smaller forums and blogs sites.

"One size does not fit all when it comes to social media", he said, adding that firms need to "pick the medium that makes sense for your business and prioritise your investments accordingly".

Mr Subramaniam also pointed out that it is important to take time to come up with a strategy for social media and not to rush in.

A report from the Boston Consulting Group recently revealed that a third (30 per cent) of small to medium-sized British firms have a social media page.

Posted by Rob Elliott

Article Added: 05/11/2010 16:47:07