92% of the 2012 Inc. 500 companies use social media, ranging from popular tools such as LinkedIn (81%), Twitter (67%) and Facebook (67%) to emerging ones, such as foursquare (28%) and Pinterest (18%), according to a study released in January 2012 by the Center for Marketing Research at the University of Massachusetts Dartmouth. Interestingly, though, when executives from these fast-growing companies were asked how necessary social media has been for their growth, about 4 in 10 responded that social had been “somewhat” (24%) or “very” (15%) unnecessary.
The flip side of that, of course, is that a solid majority believes that social has been “very” (27%) or “somewhat” necessary (35%) for their company’s growth. But when other research finds 8 in 10 marketers pointing to social as a strategic imperative, or 6 in 10 senior marketers saying that social is key to their company’s survival, it’s worth noting that not everyone is quite as enthusiastic. Read the rest at MarketingCharts.