More businesses need to take social media seriously if they are to avoid being left behind in 2011, according to leading digital marketing agency Ph Creative.

Bryan Adams, MD of the Liverpool headquartered firm, says companies which treat social media as a key plank of their online strategy are winning “serious amounts of new business” every day.

Adams predicts there will continue to be a significant shift away from traditional search engine marketing to social media with the likes of user reviews, peer to peer influence and proximity marketing increasingly important.

Adams issued his warning after a Ph Creative survey of businesses revealed that a staggering 92 per cent are not using best practice techniques for their online activity and 83 per cent of firms are ignoring key activities, such as Facebook, which could significantly increase revenue potential.

Adams said: “Nowadays it is all about how current and trusted your brand is, but because a lot of social media activity is still in its infancy businesses which embrace it properly can make giant strides quickly.

“Unlike more traditional search marketing, a social media strategy is about an ongoing conversation. It isn’t something you can plan or turn on and turn off. Control is dead; in today’s business world it is all about influence. Those businesses which understand this are winning serious amounts of new business every day.

“I would go so far as to predict that the term social media will change in the next couple of years as the word ‘social’ can send out the wrong signals to business leaders.”