Any socially-driven technology which enters the mainstream is likely to be adopted by businesses, it has been claimed.

Tim Gibbon co-founder and editor at the Social Media Portal, noted that Facebook and Twitter have both featured across media outlets extensively, helping their popularity to grow.

As a result, companies have become more comfortable with the online platforms and are now willingly embracing them, he stated.

Mr Gibbon suggested that the two social networking websites have entered the mainstream with a great degree of ease, taking market share away from more established companies.

"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," he stated.

"Progressive businesses are more likely to experiment and test what the different platforms can bring to marketing and PR campaigns and Twitter affords this luxury."

According to research conducted by Daryl Willcox Publishing, 63 per cent of businesses now use Twitter every day.

Posted by Jenny Arthur