A public relations firm has explained how its recent campaign used social media and viral marketing techniques to generate $1 million in online sales leads for its client.

Jennings Public Relations & Advertising (JPRA) used three campaigns for its client Metropolitan – a development of condos in Kansas City.

Valerie Jennings, chief executive officer and president of the marketing company, claimed the success of the social media promotion was the result of good content, search engine optimization strategies and Web 2.0 technologies.

Each campaign featured a story about the buyers currently interested in the development.

"True social media is not about companies, it is about consumers. That is why this content resonated with prospective buyers," she explained.

JPRA recently claimed that it is not just "corporate giants" vying for the top places in search engines now as small and medium-sized enterprises are using such portals to drive traffic to their sites.