Tesco is planning to ramp up its use of sites such as Facebook, Twitter and YouTube, after recruiting Coca-Cola interactive manager Jude Brooks to become its new social media marketing manager.

Brooks will join the retailer in the new year and will report to digital and social director Tom Daniell.

Tesco has smashed through the one million mark for people liking its Facebook page and has begun to look for more commercial uses, with CEO Philip Clarke suggesting it would step up its development of new products using social media.

The supermarket giant recently used Facebook to crowdsource a new flavour for its Tesco Finest ice cream range, with Clarke claiming the strategy had “massive potential”.

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