Date: 03-04-2008
About 50% of senior marketing executives believe that it is important to use social media for corporate, brand, and product marketing. In a global survey by TNS media intelligence/Cymfony, these executives revealed a perception that social-media efforts should be handled at an executive level and given significant resources. The report also suggests that more and more companies have started taking social media seriously. About 37% of respondents see social media as a strategic tool for gaining consumer insights, while 21% believe that these media help in building brand awareness. When asked about the most effective mode of social media, more than 50% cited blogging for user feedback, while 47% believe in social-media vehicles such as YouTube. "The survey results show that most marketers think that social media is another media channel that companies can use to push their messages through," said Jim Nail, chief strategy and marketing officer of TNS media intelligence/Cymfony.
