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Though many companies are now using social media to acquire new customers and increase brand awareness, few are using social media channels for customer-service objectives, according to a survey from Alterian.

Among surveyed top-brand senior-level marketing executives, 30.1% cite customer acquisition as their most important objective for social media and 26.5% cite driving brand awareness. Just 1.2% cite customer service:

Below, other findings from the Engaging Times Summit survey, which polled 400 senior-level marketing executives from major US brands on brand socialization, engagement strategies, and social media ROI .

Cross-Channel Coordination Still Important

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