56% of Inc 500 companies say that social media will be very important to their marketing or business strategy, and 30% say that social media will be somewhat important to their marketing or business strategy, according to a (link updated) report from Norah Barnes, Ph.D. at the University of Massachusetts Dartmouth Center for Marketing Research.
The study by Dr. Barnes says that it, “revisits the Center’s study of Inc. 500 social media usage for the fourth consecutive year, making it a valuable and rare longitudinal study of corporate use of these new technologies.”
In addition, PwC reports a survey of CEOs, wherein they found that 43% of CEOs say they will “significantly change” their strategies in the next three years to respond to customers’ increased use of social media and mobile devices to voice their needs and preferences to companies.
From multiple angles, we are seeing large organizations mobilize significant resources into social media for business purposes.
More and more executives are being held accountable for business outcomes through social media, and that is great to see.