The masses must be matured in accepting and quickly capitalise on the fast growing social media world.

Prime Minister Datuk Seri Najib Razak said this is important in ensuring a harmonious society in the country.

However, Najib stressed people must be responsible and ethical while using such a medium.

“We cannot afford to let parts of social (media) be left on the wrong side of the digital divine,” said Najib during the launch of the Malaysia Social Media Week (MSMW) 2013 at a leading hotel in Kuala Lumpur on Wednesday.

The second edition of the MSMW started on Wednesday and will end on March 3. It is organised by the Social Media Council.

Najib is no stranger to social media as he now has some 1.4 million Facebook 'likes' and 1.2 million Twitter followers.

At the same event, Najib launched his Instagram account by taking a picture of the participants.

The MSMW will see the participation of local and foreign social media enthusiasts.