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...

David Moth

Published 24 September, 2012 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (5)


Harry Smith

This figure is surely going to increase even more in the coming years as mobile and social media commerce become even bigger.

almost 6 years ago


Kirstie Colledge, Director at Simply Marcomms Ltd

Interesting that 31% still say there is a lack of buy in from the top. I thought that figure would be higher, especially in B2B.

almost 6 years ago



I'm a big believer that social should be an integral part of both business and marketing strategy; and I'm shocked that only 44% use social for marketing campaigns. A major social booster for brands that can engage audiences outside of social platforms is a social media aggregator, like Postano, that brings social content back to a company's website (

almost 6 years ago


Monty Carl Fuller

Previously, when we want people to know our business, we resort to traditional advertising – distributing leaflets, or putting up an advertisement on a local paper. However, as things evolved, these two seem to be very expensive and do not even reach our target market. We have gone to conferences and exhibitions, too, to reach out to our market, but we can only capture a certain walk thru traffic. It is never enough. Then we have resorted to social media to mix it with our events and other traditional advertisement, and it worked. Social media, if mixed well with other forms of advertisements and events like conferences and exhibitions, then it will be very effective for a brand awareness campaign.

over 5 years ago


Sumeet Panda

This is an indication for B2B companies that collaterals will only help when your sales guy is with the customer. But what happens after that? You need engaging conent. In a B2B setting, decision maker can be anyone (not just the person/team the sales rep meets). So you never really know who you are selling to. And if you have publicly available rich content
(other than collaterals) you have more chances of reaching the right decision maker.

over 5 years ago

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