Brand Republic caught up with Charkin at yesterday's IAB Engage 2008 conference, held in London.
Charkin talked about the many ways in which brands can use social media to engage with consumers, from traditional online mechanics, where brands can convey a message to a specific audience, through to more engaging marketing, including seeding applications.
He stressed that social media is still in its infancy in terms of its possibilities, which means it should continue to grow aggressively despite the current economic conditions.
Charkin was just one of a number of high-profile speakers at the IAB conference, which also featured the likes of Jerry Yang, Yahoo! chief executive, and Andy Burnham MP, secretary of state for culture, media and sport.
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