Microblogging platform Twitter is being increasingly used by those in the advertising industry as it becomes more apparent that 140 characters is all that is needed to turn a profit.

This is the opinion of Patricio Robles who, in a post on the Econsultancy blog, observed that many third parties have been focusing on Twitter as a channel for online PR, ranging from well-known brands such as Dell to emerging companies like Sponsored Tweets.

However, responding to the news that online retail giant Amazon has incorporated the social networking portal into its service for affiliates, Mr Robles asked: "When will individuals realise that engaging in affiliate marketing on Twitter just isn’t worth it?"

He went on to note that, as is generally the trend in the affiliate marketing sector, only a group of top performers will typically produce the majority of sales.

Last month, the use of social media by marketers was advocated by a panel during Media140, with Twitter being described by member Scott Seabourn as "word-of-mouth on crack".

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