Agency bosses should encourage all members of staff to engage with customers on social media rather than delegating the job to a single member of staff, according to the boss of G Adventures.

Brian Young, the operator’s UK managing director, told delegates that “meaningful content” and engagement with customers was more important than reach.

He said: “Your approach to social media shouldn’t be any different to your face-to-face approach. Give everyone in your business a voice and make everyone responsible for posting content that will showcase your brand and personality.”

He added: “Don’t delegate the job to an intern or young member of staff. Think about how you can really inspire your customers – there’s nothing worse than a series of posts consisting of offers.”

Young urged attendees to use rich media from trade contacts to enhance their social activity, and said content from customers could be used to make them “influencers for your business”.