The successful management of social networks can allow companies to turn a negative comment into a positive marketing opportunity, which could interest those looking at internet consultants.

Ed Stivala, writing for Econsultancy, claimed that these are useful but should not be approached as a solely marketing-based issue. He also highlighted the importance of treating issues that customers raise over social media as real-time issues which hold an implicit expectation of the speed in which the company will respond.

"For many organisations, there is an opportunity to deliver effective and differentiated service and support through social channels. However, achieving this necessitates the integration of social media with other exiting business processes," he said.

Mr Stivala added that the key lesson firms must learn from their internet consultants is to ensure that their social media presence is not managed by the firm's intern but is incorporated as a full and important part of its operations.

Responding to a customers' query, issue or complaint can be a complex issue that will require an appropriately-skilled staff member to manage the social media interface.

Earlier this month, Econsultancy's Jeff Molander highlighted the importance of companies "building utility" in order to attract users.