A 2009 study shows that approximately two-thirds of advertisers used social media marketing in their marketing strategy. Organizations increasingly use social media like Facebook or Twitter to market products and services. However, many organizations are struggling to understand how to implement social media as part of an integrated marketing strategy.

Many executives may remain skeptical that the use of social media in the workplace is anything other than a distraction. It is companies that forbid or severely restrict the modern communications technologies that may miss out on assorted opportunities.

Advantages of using social media:

•Can drive productivity, customer service, and profits

•Easily accessible to anyone

•Facilitate conversations with the customer

•Increase brand awareness

•It is a relatively inexpensive platform for organizations to implement marketing campaigns

•Organizations can receive direct feedback from their customers and targeted markets

Forrester Research recently surveyed over 300 information-technology staffers who use social media for their organizations.

Over seventy percent of the respondents said social media positively affected productivity in the front office, 70% said it makes IT operations more productive, and 61% said it makes the back office more productive. Only 46%, however, saw a positive influence on marketing.

To flourish in this environment, businesses must integrate a comprehensive strategy for growing and retaining consumers. This means putting a marketable brand in front of the target audience, wherever they may be.