A recent survey by Sprout Social, as reported by Marketing Charts, indicates mixed usage of social media across a broad range of objectives. The survey queried 250 business executives at U.S. companies that use social media as an external communications channel. These executives are involved in decision-making about social media strategy. Close to three-quarters of respondents (72 percent) said their companies currently use social media for customer engagement, with 68 percent using it for sales, 67 percent for brand awareness, 65 percent for market insights, 61 percent for lead generation and 60 percent for customer service. When asked if their companies anticipate using social media for these purposes to a greater degree over the next three years, brand awareness and customer service were the only two areas in which executives anticipated an increase in the use of social media.
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