An expert has suggested that collecting data from consumers' social networking habits is a useful way to create targeted email and affiliate marketing campaigns

Jacob Morgan, from Chess Media Group – a social business consultancy, says that the kind of information that can be gleaned form consumers’ social networking habits can be used to help marketers build up pictures of their customers’ needs and wants.

He explained, "clearly understanding where your customers are the most active is crucial for a successful social media campaign." "Brands need to continue to provide interactive, valuable and unique content to their customers to keep the relationships and the community going strong."

Facebook fan pages are particularly useful, according to Morgan, who says that these pages can help marketers gain valuable information regarding the way in which customers engage with a certain brand or treatment. Marketing professionals would do well to spend time analysing these pages to increase the power of their own campaigns, says Morgan.

Facebook is becoming an even greater source for advertisers, as a result of a recent deal with PayPal. The agreement means that advertisers can pay their subscription fees through PayPal, which is set to benefit smaller firms in particular.