Software Execs Like Social Media—They Just Don’t Use It Much

Social Media and Software Industry: A survey of more than 100 marketing executives in North America by the Software & Information Industry Association (SIIA) and Lopez Research finds that while 90% of the executives within that industry use social media for marketing and communications—and three-quarters believe it has a positive impact on their business—slightly more than half (54.5%) say their team spends less than 10 hours per week investing in social media. Other highlights:

  • 65% of respondents cited social media as an area in which they would like to invest more spending, and over 70% indicated they expect to increase their use of both Twitter and LinkedIn in the year ahead.

  • Communicators are beginning to apply the same ROI metrics to social media that they do for other efforts, both offline and online.

  • Nearly 60% say that less than 5% of their deals begin through social network interactions.

Source: SIIA/Lopez Research