How can I say that with such confidence? Because all (100 percent!) of the 62 leading companies polled in a recent survey reported some degree of social media engagement, regardless of industry.
The survey, conducted jointly by FedEx and Ketchum, also revealed that the way companies approach social media is maturing. Based on the survey results, it appears that companies now fully recognize that social media:
- is distinct from traditional marketing channels,
- demands unparalleled integration across business functions,
- requires new levels of transparency, authenticity and conversation, and
- must be part of a comprehensive marketing plan that includes online and offline strategies.
The study provides a behind-the-scenes look at how some of today’s most popular brands are approaching social media. I was also interested to see that: Read the rest of this entry »