Reaching New Demographics
Five out of 10 social media tools have been adopted by more than 50 percent of brands and retailers, with the Facebook Fan Page leading the way at 86 percent, according to the the e-Tailing Group's Community and Social Media Study. In addition, the study found 75 percent of the survey respondents feel brands have accelerated their use of and commitment to community and social media in the past six months.
The study found that the penetration of social media tools within brand and retailer organizations is extremely high, given the length of time these tools have been around:
The top three concerns of marketers and merchandisers related to social media include: