Companies, such as those in serviced offices in Cardiff, should ensure their social media strategies adapt with the technology.
This is according to Tim Gibbon, director at Elemental, who stated that businesses may be damaged through a lack of preparation or knowledge in the area.
"Balance and realism" in what benefits this form of networking can produce is required, he added, as it might not necessarily provide what firms expect it to.
He noted that websites preceding Facebook, YouTube, Twitter and other current social media outlets existed and firms must therefore be aware that this communication tool can evolve.
"This is important for businesses to appreciate," Mr Gibbon said, adding that "brand dilution is possible" if businesses fail to change alongside it.
His comments follow research from Regus, which found that 55 per cent of companies based in Manchester and 48 per cent of those around the UK are using social media to communicate with existing clients.
