Despite anticipated increases in 2011 digital and social marketing budgets, only 30.0% of marketers say they have a strong understanding of social media conversations happening around their brandsaccording to a survey from Alterian.

Nearly one-third of surveyed marketers (31.4%) say they have little or no understanding about social media conversations around their brands, and 38.6% say they use a few ad-hoc tools to track and measure social media conversations.

Agencies are more likely than others to claim to be in tune with brand-related social conversations: 44% say they report regularly to management on the social media conversations happening around client brands, compared with 27% of marketers and 26% of MSPs (marketing services providers).

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