Everything in the technology world seems to be harking back to yesteryear - people get music from their "wireless", shops deliver groceries after receiving an order, and now companies are relying on a "word of mouth" internet marketing strategy.

According to Aberdeen, the seemingly unstoppable rise of social media - ie social networking and all that - has led to businesses using the technology to drive improvements in online marketing and brand awareness.

The research company found that, after grilling 300 global enterprisers, the most successful (or best-in-class to use the corporate lingo) were those that had the best viral campaigns - utilising the social media sphere.

"Companies are enamoured with the possibilities of social media marketing as the foundation for consumer-driven referrals and brand advocacy," said Aberdeen research fellow, Jeff Zabin.

"The challenge lies in identifying key influencers, engaging them as brand evangelists, and then tracking the impact of their words and actions over time."

In other words, find someone that loves your product, won't stop talking about it and has lots of impressionable friends.

But should companies put their faith in "brand evangelists" for their internet marketing or is social media nothing more than a flash in the pan where teenagers moan about their love lives?

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