The number of companies using broadband to launch social media campaigns is rising, an expert has claimed.

Henry Cowling, creative director at the Viral Factory, asserted that Twitter is currently the most important channel for firms to monitor, as this allows them to see an immediate reaction.

He said: "It's is an early response mechanism that allows us to monitor and predict the reception of a viral campaign across the internet at large."

Mr Cowling highlighted the fact that organisations using their broadband to its best effect and publishing great content online will continue to find an audience and 'go viral'.

He said that it is similar to mobile advertising, as "the content is the engine". The expert added that if broadband users do not get this right, then they will never see returns from it.

Ecommerce firms can also benefit from having faster broadband, with research by the Institute of Practitioners in Advertising finding that these companies are in line to make an additional £1.4 billion if universal broadband is rolled out in the UK.

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