From the results:
The study also found the primary goal for adopting social media was:
39 % Customer engagement
30 % Mobilizing advocates to drive "word of mouth"
21 % Increasing brand loyalty
The top three concerns of marketers and merchandisers related to Social Media are
- Brand degradation fear - "people can trash my products in front of large audiences"?
- Competence fear - "I am using outdated marketing/merchandising techniques"?
- Competitive fear - "customer's inclination to leave their site to find a more socially-engaging site"
via Media Post / more on sites or tools expected to...
Yield Greatest Sales Increase
Create Greatest Customer Engagement Increase