More companies may be looking to social media for their internet marketing services as businesses come to terms with the capabilities of the technology, it has been claimed.

According to Econsultancy's 2011 Customer Engagement Report, greater adoption of social channels for product development and customer service means organisations are "losing their fear" about the area.

Around half of firms stated they had seen tangible benefits to their business as a result of being socially active, while nearly six out of ten anticipated increasing their expenditure in the sector in 2011.

The report also suggested a growing confidence in the services, with three-quarters of enterprises believing their customer engagement strategies had been successful over the last 12 months.

Recently, it was claimed by Margie Clayman, writing for B2C Marketing Insider, that social marketing can be an "invaluable" online PR tool and is here to stay, even once sites such as Facebook and Twitter have run their course.

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