Social media marketing is powerful and rapidly evolving, a company has claimed.

Public relations firm Giles Communications made its statement as it opened its new social media arm, which aims to build a greater online presence for its clients.

It suggested that in order to successfully market through the Web 2.0 platform, it is necessary to integrate technology, text and image into interactive campaigns.

"When social media marketing is executed properly, marketing organizations can effectively reach sizable groups of like-minded individuals with highly-targeted messages, to better achieve their branding and marketing communication objectives," it added.

Online search engine optimization resource SEOmoz has stated that almost every Web 2.0 website – ranging from to Facebook – possesses commercial usefulness.

It urged marketers not to spam such sites but to responsibly use them to help businesses develop an online presence.

SEOmoz added that businesses should not neglect their online content but that devoting time to social media can enhance their campaigns.