CMO Council finds social disconnect

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Palo Alto, Calif.—While 52% of marketers say their brands have enjoyed greater influence as a result of participation in social networks, only 17% of marketers say social media is fully meshed, aligned and integrated into their overall marketing mix, according to a study by the Chief Marketing Officer Council.

The study, “Variance with the Social Media Brand Experience,” was based on an online survey of more than 1,300 consumers and 132 senior marketers, conducted during the fourth quarter. The study was done in partnership with Lithium.

According to the survey, marketers find value in social media because they believe it helps them become more relevant to customers (57%); build better relationships (54%); and promote awareness and demand for products (49%).

The study also found that 22% of marketers are rewarding users who “like” or “follow” their brands with special offers or deals, yet only 4% of marketers are using social media to provide faster handling of issues and better customer care.

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