New York—A newly released study finds that most marketers fail to use social media feedback to improve products or marketing efforts, even though monitoring customer attitudes and gaining business intelligence are the top two business uses of social media.
According to the “Social Media Survey” conducted by PRWeek and communications agency MS&L, almost 70% of marketers say they have never made a change to their products or marketing campaigns based on consumer feedback on social media sites. In addition, 43% said lack of knowledge and expertise prevents them from using social media in their marketing programs, and 39% said they are not convinced of its value or ROI.
The online survey polled 271 U.S. CMOs, VPs of marketing and marketing directors in June.
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