Executives Must Realize and Learn the Power of Social Media

Multi-country Study Reveals Social Media’s Progress Toward Becoming a Mainstream Marketing Communications Tool

Senior marketing executives in several countries agree that the use of social media for corporate, brand and product marketing is not a passing fad, according to research sponsored by TNS media intelligence/Cymfony. In fact, nearly 50% believe it is a vital component of corporate communications that should be monitored at the executive level and allocated significant resources.

The responses of the marketing executives surveyed show that companies are taking social media seriously. Beyond the need for C-level support, another 30% see social media as an unconventional new opportunity that businesses must grasp with a sense of urgency. In addition, 95% believe social media will grow in significance over the next five years. When asked about the uses of social media, respondents endorsed it as a strategic tool to gain consumer insights (37%), build brand awareness (21%) and increase customer loyalty (18%).

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