Social media marketing not a fad, say execs

Social media-based corporate marketing is here to stay, according to a TNS Media Intelligence/Cymfony survey of Canadian, French, British, and American senior marketing executives.

Seventy-one senior marketers from large companies like Sony and HP were surveyed via telephone last fall about social media Web sites like Facebook, MySpace and blogs, which they cited as an important part of corporate communications “that should be monitored at the executive level and allocated significant resources.”

Barriers to this include a “lack of senior management commitment and best practices, followed by the absence of controls, standardization, time and resources.”

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