Here is part 2 of a post based on research by Brian Solis, author of Engage and a brilliant social media strategist. He just released research about brands, marketers and the social consumer in collaboration with the Pivot Conference (to be held later in 2011).
o 73% find social media programs to be successful.
o 4% say that social media is not delivering as hoped. However, a full 23% cannot yet tell. (Expect this number to decrease by this time next year.)
o 59 % see social consumers as pivotal to the brand, and as such, welcome their involvement and participation.
o 22 % are proceeding with caution, maintaining control over process.
o 84 percent of brands and agencies participating in this study see the social consumer as a primary or secondary target in 2011.
So, while there's still some evolution going on here, brands and marketers continue to see social consumers as pivotal and a primary market.
The Pivot Conference will be held October 17-19.
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