A recent eMarketer article using data from a study conducted by Russell Herder and Ethos Business Law revealed that many executives have come to value the social media channel highly for strengthening relationships with customers and increasing brand awareness. Although, they do express some areas of concern related to the social channel (I’ll speculate that comes from the sense less control, no?)

In the July 2009 survey, eight in 10 management, marketing and HR executives responding to the survey cited relationships and brand-building as main benefits of social media. Additionally, they considered social media a good tool for recruitment (69%) and customer service (64%), and 46% thought it enhanced employee morale.

Respondents reported using social media most for brand-building, followed by networking, customer service, and various research- and information-related activities.

Despite high levels of usage and awareness of benefits, executives still have fears about the issues raised by social media. More than one-half of those who did not use social media said they did not know enough about it, and four in 10 worried about confidentiality and security problems. Another 37% had concerns about employee productivity.

Some interesting data that reveals that there is still more education and case-studies on the results to be shared for many to continue to understand the benefits, impacts, ROI, and pitfalls of the social channel. Thanks to eMarketer for the data and graphs on this survey.

Blake Cahill

Visible Technologies