Companies have been told that it is crucial they create an authentic social media presence if this channel is to be effective, which could see a rise in the number hiring IT contractors with experience in these networks.

Leon Benjamin, social media practitioner, emphasises the importance of creating in-house competencies in this area in order to create software and designs that maximise a company's online effectiveness.

He says that moving these functions out-of-house can harm a firm's long-term prospects, which could lead to a rise in IT contractor opportunities.

"Authenticity comes from equipping a large number of your employees with tools," he asserts, which could be a project companies will invest in during the next few years.

Mr Benjamin says that social media is most transformative within companies.

Recent research by 33 Digital has shown that digital exposure will become increasingly inevitable for firms and concluded that 2010 will be the first year where social search becomes completely utilised.