Having users of the social networking site Twitter recommend companies’ posts to their friends could provide a valuable boost to conversion rates, as they are seen as trusted sources for material, according to one expert.

Speaking at the Internet World conference at Earls Court in London, Jim Monks of TweetMeme – which collates the most popular Twitter links – said that securing these Retweets will require users of internet marketing services to be more innovative in their campaigns.

He noted that web users are currently "bombarded" with adverts on a daily basis, so in order to pique the interest of Twitter members – and crucially, to get them to pass on a link to their friends – firms will need to produce ads that are "interesting and catchy".

In related news, Twitter recently announced the introduction of a new ad service, Promoted Tweets, that will allow select markets to have messages displayed at the top of its search pages.

According to the site’s co-founder Biz Stone, these ads will have to "resonate" with users and will only continue to be displayed if they are replied to, favoured or Retweeted.

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