Social networking is becoming increasingly popular with online marketing experts, it has been revealed.

According to social network website Facebook, 83 of the top 100 advertising spenders in the US now use the site to boost their business and have signed partnership deals to advertise in a wide variety of ways across the site.

The growth of social networking in the UK has exploded in recent years and more businesses are now beginning to tap into the technology to improve their marketing.

“If you look at people’s profile pages, you’ll see a lot of commercial activity even without advertising,” Sheryl Sandberg, Facebook’s chief operating officer, told the Financial Times.

Using social media networks such as Facebook or Twitter can also help brands to improve their customer relationship management (CRM) by keeping existing customers up-to-date with what they are doing and improving feedback from clients on the services they provide.

Aside from using the internet for direct marketing campaigns, a growing number of organisations are now recognising the potential of the internet to help boost CRM and ensure their brand is meeting the needs of clients.

Facebook looks set to launch a challenge to search engine giant Google after purchasing content-sharing service and real-time search engine FriendFeed.

Related Topics: General Marketing