Highlighting the main challenges and coping strategies open to brands embracing social media strategies... Studies show that, year on year, more businesses are recognising the value of social media and those that are already on board are yielding some really positive returns. Ninety per cent of marketers now indicate that social media is important for their business, quoting brand awareness, increased traffic to their website and improved search engine rankings as the main advantages. However, while the benefits are plentiful, few seem to achieve the dizzy brand heights for which they are striving.