Businesses hoping to use Twitter for promotional purposes will be pleased with recent updates made to the site, one specialist has claimed.

Nicola Clark, head of features editor at Marketing magazine, said upgrades to the social media portal offer a wide range of possibilities for internet marketing services.

According to information posted on the Twitter blog earlier this month, there will now be more detailed context and embedded media built into each tweet, with a slide-out panel available for extra information on each message.

"The multimedia opportunities that the new Twitter functions offer will certainly strike a chord with some advertisers," she explained, adding: "For example, film brands will be able to show video trailers to users."

However, she noted it will be intriguing to see whether the site is able to strike an effective balance between keeping regular people happy and allowing advertisers a higher level of access to consumers.

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