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Brand Marketers Not (Yet) Sold on Social Media

September 13, 2010

With brand awareness cited as their primary brand-management goal in 2010, most corporate brand executives say online communications and traditional public relations—not social media—are still the most effective channels to reach their audiences, according to a survey from MiresBall and KRC Research.

Over two-thirds of surveyed brand execs (68%) say online communications—including their own corporate websites—are the most valuable vehicles for generating awareness and brand loyalty among consumers.

Below, other findings from the 2010 State of the Brand Report, based on interviews with 189 US corporate brand executives.

Social media is helping marketers find new customers: 52% of brand execs say social media provides an opportunity to reach customers previously unreachable.

But opinions are split on the marketing effect of social media: 35% say social media is making it easier to create customer loyalty, and nearly as many (30%) disagree that building customer loyalty has become easier because of social networking.

Challenges Posed by Social Media

Brand execs are also split on the challenges posed by social media: 40% agree social media creates new challenges for protecting a brand's integrity, and 37% disagree.

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  • by Thad Martin Fri Sep 17, 2010 via web

    Interesting points on how brand marketers feel about social media. While the stats from the study seem even or slightly dominant one way or another in some areas, one can't deny that social media affects brand awareness, by both small and large percentages. Whether you're on board with the idea as the exec at the helm of your company's branding strategy -- or not -- the bottom line is that many brands have active communities in which customers and fans are engaged. Just like you wouldn't ignore a customer seeking your brand out by walking into a brick and mortar establishment, the "41% of brand execs" that say "the effect of social media is not serious enough to lead to a change in brand strategy" still need to pay attention to the customers that visit social networking sites to feel a connection with a brand. Because it IS all about making a connection, and you need to connect where your customers are -- and that's increasingly in social media communities.

    Thad Martin, president, ONEsite

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