The second annual social business study from the MIT Sloan Management Review and Deloitte covers a broad range of social business uses in the organization, as well as the importance of social tools across different areas and objectives. Based on a survey of 2,545 executives around the globe conducted in the fall of 2012, the study determines that social business (the use of social media, tech-based internal networks, social software, and/or social data) is – not surprisingly – most important to marketing, branding, and reputation management, but customer service and audience engagement isn’t far behind.
Specifically, 8 in 10 respondents said that social business is important (53%) or somewhat important (27%) to marketing, branding and reputation management. Close behind, about three-quarters said that these tools are important (45%) or somewhat important (29%) to customer service and audience engagement, and 7 in 10 ascribed that level of importance for innovation (knowledge sharing, product/service development). Read the rest at MarketingCharts.