The reposting of messages on social networking utility Twitter can be an extremely useful marketing tool, an expert has said.

According to Jim Monks, chief operating officer at the Twitter links aggregation service TweetMe, Twitter can be even more productive than formal types of digital promotion because it is similar to word-of-mouth marketing.

He explained that consumers will engage with marketing campaigns spread via retweets because they tend to trust the recommendation of friends and family.

“If it’s a cool video or something and your friend has just sent it to you and said ‘you should take a look’, you’ll probably take a look,” Mr Monks said.

“It’s a higher conversion rate because you trust the recommendation. That’s a different way of looking at things.”

According to a report published this month by Business Insights, around a third of the world’s population will be using social media by 2015 but social networks will fail to capitalise.