Creating content for social media sites that engages users and keeps them on a site for longer is becoming an increasingly important element of successful web marketing, it has been claimed.

Writing on Search Engine Land, Jordan Kasteler said that interactive Flash or web applications create "sticky" pages that are useful for both social media and search engine optimisation.

"As search engines like Google start to detect and monitor user-engagement, the more important it becomes to create sticky pages," he commented.

He added that while these types of infographics can be resource and cost-heavy, their return on investment (ROI) in terms of traffic, links, brand awareness and ad revenue can make them "well worth" the time and effort.

Mr Kasteler’s comments follow research from the Marketing Executives Networking Group which showed that ROI is the top priority for marketers this year.

In addition, 70 per cent of respondents said they are planning new social media initiatives for 2010.

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