Execs: Embrace Social Media or Wither

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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.