Incorporating social networking sites into an internet marketing strategy demands that businesses deviate from their traditional approach, one expert has suggested.

Social networking sites are becoming an increasingly successful platform from which to launch online marketing campaigns.

One recent success story is the Greater Manchester congestion charge website, which gained 14 per cent of visits via its Facebook internet marketing campaign.

Chocolate bar brand Wispa also utilised social networking as part of its recent marketing relaunch, following its removal from shop shelves in 2003.

However, according to Sonya Chawla, managing director of online marketing firm Slide, consumers need to be approached differently in the social networking environment.

She told the Times: "If you look at click-through rates on traditional ads in social media environments, they're extremely low.

"Users just don't respond well to ads pushed into their [personal] environments."

How can companies target audiences through social media?

Online Marketing specialists Business Feet help create value from business websites