Social media is not a fad and can be an "invaluable" tool to online PR, it has been claimed.

Writing for B2C Marketing Insider, Margie Clayman suggested marketing professionals take a leaf out of MySpace's book and change with the times.

While specific platforms, such as Facebook or Twitter, are likely to run their course, she suggested that promoters need to evolve.

"Agencies and advertisers need to make an adjustment to a world where advertising is a two-way communication system," Ms Clayman said.

Online PR experts should also have knowledge of a variety of topics, not just specialising in one niche area.

The specialist predicted there would be a rise in the interactivity of adverts, with social media being used as part of traditional advertising campaigns and consumers able to do such things as submit a picture or video.

Her comments follow those of Craig MacDonald, who recently wrote for Search Engine Watch that online PR via Facebook is to see strong growth over the coming year.

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