Firms hoping to increase their brand awareness are likely to increasingly use Twitter for their promotional activities in the future.
This is the opinion of Tim Gibbon, co-founder and editor at the Social Media Portal, who said that while the website's popularity has not quite peaked, its stock is rising.
He remarked: "Businesses begin to realise the importance of services like Twitter to the audiences and ultimately how they can make their brand more visible and then sell their products and services."
Mr Gibbons added that social media options such as this offer a conversational element to online marketing services, as opposed to direct selling.
Forward-thinking companies are currently experimenting with different platforms to make sure they are getting the most from their marketing and PR campaigns, he explained.
His comments followed research by Daryl Willcox Publishing, which earlier this month showed 63 per cent of enterprises use Twitter every day.
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