Friday, 14, Jan 2011 08:45
Increasing numbers of companies are using social media platforms for more than online marketing, according to new research.
Figures released by Econsultancy and cScape in Econsultancy's 2011 Customer Engagement Report show that more businesses are choosing such platforms to improve their customer service.
Indeed, some 51 per cent of companies surveyed claimed to use social media networks in this way, which represents a 15 per cent increase since 2010.
And 58 per cent of respondents acknowledged they plan to spend more on such strategies in the coming year.
Meanwhile, user-generated content looks to become more widespread, as 13 per cent more businesses last year stated they intend to increase their spending on it.
In a recent post for Search Engine Land, iProspect's Hillary Stanley extolled the benefits of continuing the momentum of online marketing campaigns throughout typically quieter periods of business.
Doing so, she stated, can mean the company benefits from more exposure and could gain new customers.
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