The number of roles for contractors in companies looking to improve their social media presence could be on the increase, new figures have suggested.

A report published by Gartner has highlighted the fact that many enterprises' existing efforts in this field are failing due to a lack of understanding about how to maximise the benefits that the medium provides.

Anthony Bradley, group vice president at the analyst, warned companies that social media is only an enabler and not a goal in itself, advising them to hire experts who can make the most of these technologies.

He said: "Social media technologies are tools and, like any technology, it is how people use those tools that delivers enterprise results."

Gartner recently announced that worldwide server market growth in the fourth quarter of 2010 rose 6.5 per cent, with an increase in revenue of 16.4 per cent, showing additional technology investment by companies worldwide.