Pictured above: Helen Coldicott

A media consultant claims a phenomenon she calls 'Facebook fear' is damaging many of the region's established businesses.

Helen Coldicott said an unwillingness to accept the changing face of media could cause the demise of some well-known employers.

Ms Coldicott, who runs her consultancy from Warndon Villages, Worcester said: "Whilst many youngsters are comfortable with Facebook, Twitter etc we see many well-respected organisations frozen with Facebook fear. It's an unhealthy attitude of mind and it has to change."

"Blogging, internet forums and podcasts have to become commonplace topics in the boardrooms of some of our biggest companies, because it's just too important to ignore."

She added though there were many new companies embracing the changing technological landscape.

"I'm finding there are progressive new companies that have emerged since the recession started and they are utilising social media well to find an audience for their products," she added. "Whilst they are doing this the bosses of companies, which have been around forever and a day are just twiddling their thumbs. The problem is by the time some of them react it will be too late. The game of catch up will just be too great."

The web-marketing expert added that it was very much an age related issue as to who is embracing social media.

"Often, and not surprisingly, it's the over 40s, who are most scared," she added. "They needn't be though, because it really isn't that difficult. Once they make the commitment to accept social media as an important aspect of their marketing strand they will be surprised at just how easy it is to get to grips with."

"There is a lot of help out there. This is an aspect of modern life that we all have to live with. It's time for some business bosses to take their heads out of the sand and realise this is the way the world is now."