Companies that use Twitter as a part of their online marketing services may find that it is a surprisingly versatile tool.

This is according to Tim Gibbon, director of Elemental Communications, who noted that despite the apparent limitation of only having 140 characters available, it can still manage a range of communications.

Utilising the site to distribute images or video may be one way to make the most out of the service, while it can also be integrated with other social media, he said.

"Given the open nature of Twitter, it is home to a number of popular and established resources that lends itself well to how it works including blogs, Facebook, LinkedIn and a number of other socially enabled technologies," Mr Gibbon added.

Firms may also benefit from the open nature of the platform, the expert continued, highlighting changes to Facebook's terms that restrict what a marketer is able to do that do not exist on Twitter.

However, it was recently revealed by the Auros Are You Serious About Social? report that three-quarters of firms failed to respond to a direct question posed by a consumer through Twitter.

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