DMA: Social media marketing viewed as valuable, pervasive

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New York—More than 70% of companies are currently using social networks for branding and collaboration purposes, with many viewing it as a key voice-of-the-customer tool, according to a new survey by the Direct Marketing Association.

According to DMA’s “Social Media Survey,” conducted by the organization’s Social Media Council, almost 60% of those surveyed think that social networking can have a high impact on brand awareness, with more than 45% viewing social outreach as important in providing customer insights.

The online survey was conducted through an e-mail invitation sent to more than 3,000 companies in April and May.

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