THE use of social media by communications professionals should no longer be a matter of choice, according to Andy Gibson, an expert in the field.

He was in Guernsey and Jersey recently to give that message to members of the Channel Islands group of the Chartered Institute of Public Relations.

The social entrepreneur, campaigner and consultant is the author of Social by Social, a practical guide to using social technologies for social good.

Social media encompassed the use of free online tools such as Twitter and Facebook to connect with specific audiences.

Mr Gibson said the use of social media was no longer a matter of choice as it was being used by third parties to talk about organisations and individuals.

‘In order to win at social media, things need to be remarkable.

‘Remarkable things are passed around and discussed so this is a great way to get a message or brand out into the open.’