Social Media Growing As An Important Marketing Tool

Originally Published: Thursday, January 21, 2010

In today’s business market social media has proved to become a vital source in generating sales, and increasing brand/product awareness.  A new study from 2009, conducted under the direction of Nora Ganim Barnes and Eric Mattson, says that the majority of the Inc. 500 list from 2009 uses social media as a successful media tool.  According to the study a few key findings were discovered:

  • 75% of the Inc. 500 has become “Very Familiar” with social networking.
  • 52% of the Inc. 500 companies are using Twitter as a media tool.
  • 43% of the 2009 Inc. 500 reported social media was “very important” to their business/marketing strategy.
  • 91% of the Inc. 500 reported to be using at least one social media tool in 2009.

 When asked if companies were seeing any positive effects from using social media, 87% said their efforts were successful.  “Success” has been measured in terms of the number of hits, comments, leads or sales. When asked about the future, many companies are planning on continuing to use new and current forms of social networking as media tools.

Social Media, 2009 (Inc. 500)
Media % Very Familiar Currently Use Successful Plan to Adopt (If Not Currently Using)
Social Networking 75% 80 87 14
Messsage/Bulletin boards 38 28 91 32
Blogging 67 45 88 44
Online video 43 36 87 36
Podcasting 37 12 89 27
Wikis 40 25 92 15
Twitter 62 32 82 27
Don’t use any   9    
Source: UMass Dartmouth, January 2010
Importance of Social Media For Business/Marketing Strategy, 2009 (% of Respondents)
Importance % of Respondents
Very important 43
Somewhat important 36
Somewhat important 17
Very unimportant 4
Don’t know 1
Source: UMass Dartmouth, January 2010

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