Social media has changed communications "forever"

Social media marketing has changed the way in which business will communicate with consumers "forever", an expert believes.

Paul Gillin, author of marketing resource The New Influencers and the Secrets of Social Media Marketing, makes his comments as CrossTech Media announces a two-day conference in October.

The changing environment means firms must swiftly update their skills and respond to the rapidly-changing marketing environment, he continues.

"Social media marketing is racing ahead at warp speed as users flock to the new generation of social networking tools," Mr Gillin adds.

Nick Saber, president of CrossTech Media, explains the social media platform contains a number of tools, ranging from viral marketing to email to social networks such as Facebook.

Last month, Tim Gibbon, editor of the Social Media Portal, remarked that social networking has become an "integral" aspect of business for many sectors.

However, he urged firms to create long-term relationships with consumers, suppliers and peers rather than seek to market at them.