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Although most US companies use social networks—66% have a Facebook page, 51% have a Twitter account, and 44% have a LinkedIn page—only 16% say their social marketing efforts are fully integrated across the organization, according to [pdf] a study by InSites Consulting.

More than one-quarter (27%) of companies are working to integrate social media into their businesses; most, however, say their social marketing efforts are still in the early stages, with marketers taking first steps in implementing social media (23%) or piloting social media (20%).

Fully integrating social media into the organization positively affects companies in three key areas, InSites finds: 1) More effective marketing communications; 2) higher customer satisfaction; and 3) stronger financial returns.

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