Social media still isn't well-aligned with marketing goals, survey finds

12/13/2011 | MediaPost Communications

Marketers are pouring resources into social media, but are struggling to get serious mileage out of their campaigns, according to a survey by the Chief Marketing Officer Council. The survey found that 17% of marketers say they've successfully integrated social media into their marketing mix, and 20% say their campaigns lack connectivity. Customers say they expect deals, customer support and the ability to connect with customers when they connect with a brand online, the survey finds.

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