From Campaigns to Capabilities: The Impact of Social Media on Marketing and Beyond

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From Campaigns to Capabilities: The Impact of Social Media on Marketing and Beyond

Publish Date: February 17, 2012
Author(s): Premo, Karen; Vollmer, Christopher
Abstract: This study, conducted with Buddy Media, the social enterprise software leader, incorporated a quantitative survey of 117 leading companies and a series of in-depth interviews with senior executives from across the marketing and media ecosystem. Leading companies are transforming their strategies, skills, and processes to enable social media to play an expanding role in their marketing efforts and in their enterprises as a whole. As more companies refine their use of social media, it will dramatically transform how they connect their brands with consumers, and how they define and build their marketing capabilities.
Related Industries: Media & Entertainment, Telecommunications
Related Expertise Areas: Marketing & Sales
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