Firms incorporating social media into their multi-channel marketing strategy have been advised to abide by the 90/10 rule.

According to Rachel Arthur, associate marketing editor for Worth Global Style Network, the 90/10 rule is defined as an approach whereby 90 per cent of the messages are social and fun and ten per cent actually push a product.

Ms Arthur stressed that this approach, which places emphasis on conversation and building awareness, is the best way to target Generation Y (16 to 25-year-olds), as this is the demographic that spends the most time on social media.

“The point is that these people are there and you can cut through that,” she commented.

“They’re talking to all of their friends in that space and there’s no reason why you can’t get in on that conversation too – you just have to go about it in the right way.”

Ms Arthur warned that observing the 90/10 rule the other way round will simply result in consumers not listening to what firms have to say.