Those in arts jobs ''should not rely on social networking''-Arts jobs News
01 Mar 2010
Professionals working in arts jobs have been warned not to expect social networking sites to create significant incomes.
Reacting to the news that Sony's Vaio Twitter page has helped generate over £1 million in sales, Katy Woodrow Hill of media consultancy 1000heads said most businesses could only use it as a communication channel.
"It's dangerous for brands to venture into social media thinking that they are just going to make money. You have to work with your consumers, your advocates and those that don't like you in order to develop a social media personality," she said.
Ms Woodrow Hill also said the appeal of Twitter was the simplicity of the start-up compared to a blog or other website, but made sense as a way of cutting communication costs for smaller enterprises.
However, Sony's head of corporate communication Nick Sharples said the firm felt Twitter was a viable sales platform as well as a PR tool.
The social networking site is the fastest growing site of its type on the Fortune 500 – the list of the world's top performing companies – according to the Society for New Communications Research.
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