Specific training in the use of social media is going become an essential requirement of modern businesses, if they are going to make the most of promotional channels such as Twitter and Facebook.
Rik Ferguson, solutions architect at internet content security software specialists, Trend Micro, claimed the use of social media was not a natural ability for many people. He said direct training is needed for people to use it for work as well as they might use it outside of work.
It was causing some organisations to lag behind in new marketing and publicity techniques.
"That kind of training is not the kind where you should call all your employees into a room once a year and give them a one-hour session," Mr Ferguson stated.
"It should be regular, small message-based training - maybe a 'tip of the day' email in the inbox - daily, small message stuff to keep it fresh in people's minds."
Figures released this month by natural search agency, Tamar, showed that nearly half of young internet users focus many of the real-time searches on integrated results from Twitter and Facebook since they became available at the end of 2009.
