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Effik takes over from Lloyd Salmons, founder and chief executive of agency Outside Line.

He will be responsible for shifting the council's focus towards working directly with UK brands, as well as helping to expand the social media channel. He will also facilitate meetings, engage industry leaders and drive council initiatives, as well as act on a proposed six-point plan that will include lobbying to promote social media, creating tools and promoting the council.

The IAB social media council comprises media owners, social networks, brands, creative, media  and specialist social media agencies, and was launched in 2008 to educate the industry about the opportunities within this space.

The council's collective remit includes word-of-mouth marketing and blogger outreach, content distribution, digital creative and social media research. 

For the past three years, Effik has focused on building the social media operation within Publicis Modem, from looking at the management of social media platforms for EasyJet, to social application development for the HP technology group.