Social media is becoming an increasingly established multiplatform channel for capturing sales leads, an expert has suggested.

Tim Gibbon, editor and co-founder of the Social Media Portal, said social media is good for demonstrating return on investment and is thus becoming more popular among both agency and brand-side professionals.

He pointed out that at a time when social media is touching so many promotional channels, a multi-layered approach may be a prudent way to ensure that the right type of data and information is being sourced.

“The true skill is interpreting this content into useful actionable methods of joining the conversations,” Mr Gibbon said.

He added that there is no catch-all method for measuring digital marketing but social media provides a number of effective ways of doing so.

Mr Gibbon’s comments come after media companies Nielsen and McKinsey recently launched NM Incite, a new service geared towards social media understanding and analytics.