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Execs: Embrace Social Media or Wither

  |  February 28, 2012   |  Comments

113 company leaders offer insights via a report from Forrester and Facebook.

Fifty-nine percent of execs believe businesses that do not routinely leverage social media will not survive, according to a Forrester Research survey. And 71 percent said companies taking social media seriously gain a competitive business advantage, the survey found.

Cambridge, MA-based Forrester's consulting division conducted online surveys with 101 VP- and C-level marketing professionals and interviewed 12 CEOs, CMOs, and VPs. The 29-year-old research firm was commissioned by Facebook to orchestrate the report. ClickZ News received a sneak peek to the results, which will manifest in a 15-page report to be released on Wednesday.

Three other interesting data findings:

  • 41 percent of the execs' firms have begun using social media to market products, manage staff, and optimize operations.
  • 40 percent plan to start employing social media as a marketing and operations tool.
  • 76 percent said social media is a brand builder.



Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

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