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New research from Econsultancy and Adobe found that two-thirds of businesses (67%) agree that social media is integral to their marketing mix, while 66% say social is integral to their overall business strategy.
The survey of 650 marketing professionals also found that 64% of businesses use social for brand awareness, 44% for marketing campaigns and a quarter (25%) for customer service.
The Quarterly Digital Intelligence Briefing: Managing and Measuring Social examines the trends for managing and measuring the business value of social media and provides a snapshot of social media uses, challenges and needs from companies today.
Econsultancy research director Linus Gregoriadis will present the research at a free webinar on Tuesday 25 September at 8am PST/4pm BST.
This infographic includes some of the other interesting findings from the research...