A new study says that social media has become a valuable platform for customer service, market research and internal communication.
The study – called Campaigns to Capabilities: Social Media and Marketing 2011 – takes an in-depth look at the role social media plays inside of companies.
Facebook, Twitter and YouTube are the most popular platforms used, at 94%, 77% and 42% respectively.
To measure usage, over 90% said they look at engagement and participation, such as followers and re-tweets. Companies also study trending topics and blog mentions.
96% of those polled in the survey said they would be raising their investments in creating customized content for social media. 57% are actively hiring new creative and editorial talent, while community managers are also highly sought.
Article sourced from: http://www.marketingpilgrim.com/2011/10/new-study-shows-companies-are-getting-serious-about-social-media.html