A study of 400 companies finds that 94% of them would maintain or increase investments in social media, such as blogs, wikis and microblogging, according Deloitte, Beeline Labs and the Society for New Communications Research. The survey was conducted with communities of 100 to over 1 million members.
Companies are using social networking tools for engaging customer, partners and employees for marketing purposes, such as brand awareness, customer loyalty and ideas generation. Despite the effort, companies are failing to harness full potential of social networking. The market however is showing signs of maturation.
Challenges for creating successful communities, outlined in the study, are: i) getting people to join, ii) staying engaged, and iii) returning.
See Related Posts: