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Companies Have Been Wary Of Social Media, But They’re Catching On

February 24, 2010: 04:02 AM EST
Though the use of social media like Twitter and Facebook is not yet a core communications or marketing tool, it is catching on. Research by the UK’s Internet Advertising Bureau (IAB) finds that four-fifths of surveyed companies haven’t prioritized it in their communications strategy or used it in marketing campaigns. Only thirty-five percent of Fortune 500 companies have Twitter accounts, including four of the top five. (Exxon Mobil is the maverick.) Nevertheless, nearly 90 percent of brands recognize the importance of social media to their business and are boosting budgets accordingly. Marketers especially see the potential for research, and to drive awareness, engage consumers, and advocate causes. With proper leveraging, an IAB exec says, “social media has the potential to sit at the very heart of an organization.”
Gordon MacMillan, "Social media not a core part of marketing for most", Brand Republic, February 24, 2010, © Haymarket Media
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