Nearly 50% of Marketers Now Embrace Major Support for Social Media

Social media has crossed the chasm. A new study by TNS Media Intelligence/Cymfony shows that nearly 50 percent of worldwide senior marketing executives now believe social media “is a vital component of corporate communications that should be monitored at the executive level and allocated significant resources.” In the United States, support among marketing executives for social media is even higher (62 percent).

Here’s a snapshot of other interesting points from the study:

• 95% believe social media will grow significantly in the next five years
• 88% of U.S. respondents believe social media is an important insight tool to help business understand consumer perceptions
• Social media “revolutionaries” are pulling ahead of “wait-and-sees”

The study news release highlights a quote from Jen McClure, executive director at the Society for New Communications Research:

“This study reveals a tremendous shift in the public relations and marketing professions. Communications professionals have a real opportunity to increase their strategic importance. At the same time, companies and other organizations need to take a hard look at their cultures and ready themselves for this new approach to communications.”