Businesses have been warned against using their social media presence as an extension of their sales programmes.
According to Dave Griffin, business mentor with The Business Wealth Club Newbury, many companies are guilty of forsaking the "social and viral" aspects of new media.
Indeed, he suggested many firms switch to "business mode" when using these platforms and fail to adapt to the medium.
Mr Griffin claimed it was once the case that companies needed to be educated on how to sell but now have to be taught how to avoid this practice on social channels.
Earlier in the week, Tamara Gielen, independent email marketing consultant and author of b2bemailmarketing.com hailed social media as something that businesses can no longer afford to ignore.
Mr Griffin went on to recommend that companies ensure they display a "uniform picture" across all social platforms and make it easy for prospective customers to get in touch.