Is social media marketing to become major revenue source?

As social media marketing and networking increases in popularity, in the future much revenue will come from building social software platforms, one sector commentator has claimed.

Leon Benjamin, a social media practitioner, said currently many brands are not willing to develop and nurture relationships - particularly those with customers - as they do not have the available time or resources this takes.

"Authenticity comes from equipping a large number of your employees with tools and empowering them to talk to the market on your behalf," he explained, adding that social media marketing is "most transformative" within a company.

Mr Benjamin went on to state time and authenticity can "massively" increase the chances of success.

His comments come after Google announced its addition of Social Search to page rankings, which will see social network updates included in search results.

This will include updates from sites such as Twitter and Facebook, with the latter's founder Mark Zuckerberg recently reporting on the Facebook blog the site has 350 million users worldwide.

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