KPMG Australia has launched a Social Media Advisory group as the management consultancy continues to bolster its marketing services.

The new group will be led by Louise Pogmore, the former managing partner of PR agency One Green Bean and Greg Daniel, the ex-chief executive officer of advertising agency The Campaign Palace.

The Social Media Advisory group aims to help businesses to take advantage of social media opportunities, 'whilst mitigating the risks' and will 'analyse, influence and optimise customer conversations'.

The news is the latest in a string of high-profile appointments by KPMG to bolster its Customer, Brand & Marketing Advisory business, which launched in June last year and is run by Paul Howes.

Howes, who is partner in charge of KPMG’s Customer, Brand & Marketing Advisory business said, “Public trust is a top priority for Australian business leaders for 2018. As more organisations struggle with their social license to operate, harnessing social is now a boardroom-level priority.

"And it’s not just about being present - it’s about how to maximise its effectiveness as a strategic business tool. As a result of client demand, we are building a new team to bring cutting edge social strategy to the boardroom.”

Pogmore has held senior roles at leading PR, social media and communications strategy agencies including One Green Bean, The Hallway, Naked Communications, Edelman and Porter Novelli.

Daniel was previously CEO of The Campaign Palace, and CEO and deputy chairman of Clemenger BBDO, prior to founding the social media risk agency SR7 in 2008. He has worked for KPMG since the firm acquired SR7 in 2014.

Daniel said: "As social media enters its second decade as the world's dominant medium we are brilliantly positioned to offer best practice advice on all aspects of social media strategy. This means a combination of harnessing social media's unbounded opportunities and mitigating its well-documented risks."