As companies and brands grapple with “best practices” for social media, a new Direct Marketing Association and COLLOQUY study sheds some light on the challenge. They surveyed 369 marketing objectives to determine their social media goals. The bottom line is that for new product acquisition – or new cumers – devices like Facebook and Twitter fall short. The value instead is inducing growth and loyalty among current customers (25%) as well as building brand awareness (28%). For legacy media brands, this is a logical finding, but it also reinforces...
