Online marketing expert Chris Tomlinson has launched a new digital marketing agency called Friend Digital.
Friend will advise companies on digital marketing strategies and will cover social influence marketing, which Mr Tomlinson describes as “online PR with feedback”.
He said: “There are plenty of marketing and web agencies in the Midlands who work with traditional and new media to promote their clients, their products and brands.
“Friend will work alongside them, as well as direct with our own clients, targeting emerging social media such as bloggers, social networking sites such as Twitter, Wikipedia, Facebook and LinkedIn.
“The rapid rise of online communities together with mobile internet means that power is back in the hands of the consumer.
“It is fundamental that businesses start to engage with these audiences. A single blogger has the power to dramatically influence a business – for better or for worse.”
Mr Tomlinson, who also writes a column for the Birmingham Post, has more than a decade’s experience in the internet business.
In 1995 he set up web consultancy WebXpress which was acquired by Sutton Coldfield-based advertising agency WAA in 2006.
He joined WAA following the sale, as head of digital, working with clients such as House of Fraser, Habitat, B&Q, Intercontinental Hotels, Hilton Hotels and insurance giant Willis.