One third of companies in the UK have embraced the online social network revolution, according to research.
Virgin Media conducted a survey of 5,000 businesses and discovered that 32% are using websites such as Twitter and Facebook as part of their marketing and communication policies.
Leading this trend are companies in the South West, where 36% of the region's firms use social networks to advertise, recruit and provide customer services.
Facebook is the most popular social network, as many businesses and organisations attempt to reach customers on the site via company pages, "like" buttons and targeted advertising campaigns.
Group vice president at technology research company Gartner, Anthony Bradley, said: "Social media is not an end in and of itself; it is an enabler. Social media technologies are tools and, like any technology, it is how people use those tools that delivers enterprise results."