More brands will begin to use the internet marketing services available to them through social media platforms to open up a dialogue with their customers rather than simply trying to push a message.

The is the view of Stephen Haines, commercial director of Facebook's UK operations, who told an audience at the Technology for Marketing and Advertising event, which took place last week in London, that advertising through the site is a very different challenge to traditional marketing techniques.

"Users have a voice – they have an opinion on every single brand," he explained, adding: "I don't think there is a brand I've come across on Facebook in the last four years that hasn't had some kind of comment from users on it."

Because of this, Mr Haines predicted that over the course of the next two years, marketers would have to look at what their users are saying and respond to this, as opposing to simply delivering advertising content to them.

He added that, as Facebook now reaches almost 50 per cent of the UK's population, it is a "pretty impressive" platform to be tapped into.

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