The use of social media channels has exploded among global marketing executives, who use the platform for a variety of activities at work, according to a new study by the Corporate Executive Board’s Marketing Leadership Council and PJA Advertising and Marketing of Cambridge, Massachusetts.
The study, The Role of Social Media in Professional Brand Building and Reputation Management, was based on an online survey of more than 350 global marketers conducted in July and August.
It found that almost 90 percent of marketers use such social networking tools as Facebook, LinkedIn, blogs and wikis for professional purposes.
The survey also found that 55 percent of marketers read and share content daily through social media channels, and more than one-third participate in social conversations and rate others’ contributions.
Marketers reported that they spend an average of 19 hours a week on social media sites.
Filed by BtoB, a sister publication of Workforce Management. To comment, e-mail editors@workforce.com.
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