Social media sites like Facebook and Twitter have given smaller companies a “massive advantage” in terms of PR over their multinational rivals, according to one expert.

Nicola Clark of Marketing magazine, said these firms bring “personality” and sense of “genuine community” to their use of these online marketing services that cannot be replicated by powerful but “faceless” large corporations.

Her comments come after Facebook’s chief operating officer Sheryl Sandberg told Bloomberg’s Business Week that advertisers on the social network have increased their spending tenfold in the past 12 months.

The rise in expenditure has coincided with continued growth in the potential audience for social media marketing.

According to Facebook, it now has over 500 million active users – and around half of these people log in to the site on any given day.

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