Social networks offer marketing opportunities that are being missed by businesses, an expert has noted.

Internet marketers are missing out on the opportunities that social networking sites can offer, it has been stated.

According to eMarketer, firms should consider non-traditional means to attract users of these services.

The research site has found that social media accounts for just five per cent of online advertising spending, while 44 per cent of internet users visit such portals at least once a month.

As a result, senior analyst Debra Aho Williamson encouraged those involved in internet marketing to consider devoting more efforts to the area.

"Social networks are where consumers feel comfortable expressing their feelings - good or bad - about companies, products and services," she said, noting that information sharing could offer opportunities to reach potential clients.

A recent study by comScore revealed that three-quarters of European internet users over the age of 15 logged on to a social networking site in December of last year.