Firms are becoming increasingly aware of social marketing as an effective tool for targeting organic traffic, an expert has commented.

Jack Humphrey, creator of online community Social Power Linking, asserted that companies are "finally" recognizing the importance of social marketing to their online advertising campaigns.

Social media websites are the "hottest properties" online, he claimed, adding: "Social marketing is the very best, easiest way to get higher search engine rankings, more links and more traffic directly from sites that are getting the most traffic."

However, marketers must be wary of spamming consumers and should seek to "protect and improve" users’ online experience, Mr Humphrey continued.

Companies must not be tempted to ignore the community aspect of social marketing in their attempts to secure quick traffic, he warned.

Recently, in a posting on his Entrepreneur’s Journey blog, Yaro Starak urged marketers to remember that the key to such marketing is to behave socially by participating in communities rather than attempting a "hard sell".

He suggested strategic promoters will become active members of such networks and rely on their profile and connections to encourage clicks through to their websites.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.