There has been a "huge shift" among internet marketing firms when it comes to the use of social media.

This is according to Tim Gibbon, co-founder and editor of the Social Media Portal, who explained websites such as Facebook and Twitter have become "engrained into online advertising".

He said marketers are unsure how long the phenomenon will last and as a result, are rushing to jump on the bandwagon as quickly as possible.

"Some brands are wisely beginning to integrate their social media, online and traditional advertising so that their approach is more seamless," Mr Gibbon stated.

He said Facebook and Twitter are "powerful" marketing tools as they are a completely different medium to other forms of promotion and advertising.

Earlier this month, the Telegraph reported that Benjamin Faes, Europe, the Middle East and Africa head of YouTube and display at Google, advised companies at the ad:tech conference in London that social networking sites will contribute to a display revolution.

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