The rise of social media such as blogs, wikis and social networking sites like Facebook are changing the marketing industry, giving those in the profession the chance to communicate directly with their audience.

That is the finding of a new study by the Society for New Communications Research, which looked at the effects of social media and new communication technology on the marketing of organisations including Coca-Cola, the Mayo Clinic and the American Red Cross.

According to the study, which was sponsored by the Institute for Public Relations and Wieck Media, social media is creating "changing patterns of influence" that have altered many traditional marketing techniques, meaning graduates entering the sector will have to adapt to change.

Media expert and author Paul Gillin, who was one of the leaders of the SNCR research team, said: "New influencers are beginning to tear at the fabric of traditional marketing and communications, giving rise to a new approach characterized by conversation and community."

He added that the rise meant marketers would lose some of the control they have over their messages - yet they will also gain the opportunity to "speak directly with their constituents".

According to the Bureau of Labor Statistics, there were 583,000 advertising, marketing and corporate communications jobs in the US in 2006.