Combining affiliate marketing techniques with social media websites could help online advertisers increase their brand awareness, it has been suggested.

Writing on E-consultancy, Andrew Girdwood claims that affiliates can be "valuable partners" when companies look to launch a new product or service.

He added that as affiliates are "savvy bloggers and social news site participants", they will often promote marketers' products if they feel they have a good reason to do so.

Meanwhile, making use of forums was also advised as a way of helping the affiliate marketing community quickly share news.

"Ensuring affiliates can communicate with you and your agency is also advantageous," he also reported, claiming that doing so can help detect and repair bugs found on websites which could potentially harm sales.

However, companies were warned against "burning bridges" with affiliates.

Mr Girdwood claimed that if an associate is "angered and annoyed after a campaign closed without final payments being made", then firms could find their attempts at social media optimisation have been curbed.

Earlier this year, vice president of affiliate marketing firm Commission Junction Kerri Pollard claimed affiliate marketing can be cost-beneficial for advertisers as publishers do not get paid until a transaction is made or a lead generated.