2 in 3 Global Execs Say Use of Social Tech Increases Marketing Effectiveness

83% of executives from around the world surveyed in 2012 reported using at least one social technology, up from 72% in 2011, per results [pdf] from a new McKinsey survey. Of those, 9 in 10 reported some measurable business benefit with employees, customers, and business partners. 65% said their use of social tech increases marketing effectiveness (down from 69% in 2011), while 51% said it increases customer satisfaction (up from 47%) and 47% said it reduces marketing costs (up from 43%). (more…)