February 27, 2019

How Do US Companies Use Social Media? (% of respondents, Feb 2018 & Feb 2019)


CMOs were asked how their company use social media. Respondents cited brand awareness/building/promotions, introducing, identifying and improving new products and services, acquiring new and retaining current customers, improving employee engagement and customer service.


Data is from the February 2019 Duke University's Fuqua School of Business "The CMO Survey: Highlights and Insights Report – February 2019" commissioned by American Marketing Association (AMA) and Deloitte. 323 US marketers were surveyed online during January 8-29, 2019. 97% of respondents were VP-level or above. Respondents identified their company focus as B2B product (36.1%), B2B services (32.1%), B2C product (15.0%) or B2C services (16.8%) with sales revenues of less than $25 million (31.5%) or more than $26 million (68.6%).