Organizations’ reasons for turning to social media were largely about getting on customers’ radar and then staying there. The most important objective in using social media was to improve customer communications and relationships (67.5%). But more than half of respondents said they wanted to build their brand image, and more than four in 10 wanted to enhance brand awareness. Additionally, more than one-third used social media as part of a strategy to establish a channel for owned media. Read the rest at eMarketer.