- 50 percent of businesses in the U.S. use websites such as Twitter to engage, connect with and inform existing customers
- In the U.S., 55 percent of firms encourage their employees to join social networks such as LinkedIn and Xing
- 38 percent of U.S. companies dedicate up to 20 percent of their marketing budget to business social networking activity
- Globally, the survey reported a seven percent increase in the proportion of businesses successfully recruiting new customers through social networks such as Facebook
Social networking has fully evolved from a nice-to-have to a necessity as the majority of businesses in the U.S. (69%), and internationally (74%) agree that social media activity is playing a bigger role in their marketing strategy. U.S. (64%) and global firms (61%) are also emphasizing the need for a balance of marketing media, confirming their belief that without a combination of traditional and digital techniques, marketing campaigns will not work.