That is the view of consultant Wendy Lewis who spoke with Cosmetics Design at the recent in-cosmetics show in Barcelona.
Lewis explained that interaction with the consumer has become key and that more brands are now turning to Facebook, Twitter and other platforms to make the most of this relationship opportunity.
Whilst it is not vital for brands to be on every single social media platform, they do need to be on the main ones. Lewis identifies these as Facebook and blogs, as well as Linkedin for business, and Twitter as a tool for interaction and pointing people towards different things.
Lewis also highlighted Pinterest, a content sharing service, as a key platform for the future as it gains more momentum and popularity, particularly in the States.
The biggest problem pointed out by the social media guru is the budget constraints behind successfully managing social media. Whilst appearing to be free, it certainly is not and often requires dedicated people or departments to monitor it effectively; something which Lewis states is worthwhile for companies.