Social media can be used by companies and their sales organizations for an array of purposes, from strategic (building brand image) to tactical (generating leads) to organizational support (identifying job candidates). Whether gathering information on markets and competitors or sharing information on products and promotions, social media expand a company's reach beyond its physical footprint and the first-degree contacts of its salesforce.
This research looks at how much social media use has changed since our last look in 2012, and how firms are responding to the opportunities they represent as well as how they support their effective use.
