Social media the pre-eminent new B2B marketing tool, study says
2009-12-02
Marketing researchers at the University of Massachusetts at Dartmouth have released the results of a survey, showing that U.S. companies overwhelmingly use at least one social media tool in their marketing efforts.The report highlights several findings. First, 62 percent of executives surveyed reported being familiar with Twitter, and that over half of Inc. 500 companies were already using the popular microblogging service as a part of their online marketing campaigns. Social media networks were used by 80 percent of the companies surveyed in the report.
The survey also found that different social media technologies carried different adoption curves for enterprise users, from the rapid ascent of Twitter to the gradual decline in the use of online message boards. Respondents said overwhelmingly that they believed the social media tools that they used for marketing were effective.
Social media use has exploded among many sections of the U.S. population, not just marketers. People outside of the traditionally youthful online demographics have taken to Facebook and MySpace in large numbers.
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© Brafton, Inc. 2009
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