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SOCIAL MEDIA: Discovering social media

Business brands are jumping on the social media bandwagon, but it's no easy ride. The brave are exploring new routes to market, faced every day with a new network or channel that claims to be the next big thing in the world of Web 2.0.

It's far from simple - but that's not putting off those who realise that social media is here to stay. "We've seen an explosion of interest from B2B brands looking at how to leverage our platform," says business network LinkedIn's director of media sales, Henry Clifford-Jones.

The networking behemoth recently exceeded 40 million members, with 2.25 million of these in the UK. "We've seen a growth in MBA schools such as Harvard and LSE leveraging the site as a marketing tool. As the economy suffers, business decision-makers are looking for alternative ways to spend their time and improve their skills," says Clifford-Jones.