Awareness, Inc. has released a new white paper entitled “Social Media Goes Multiplatform” containing research done by Paul Gillin Communications.

The press release on MarketWire describes the research as an “online survey and in-depth interviews with marketers,” focusing on their multiplatform social media strategies. Included are several interesting sections, including: social media adoption rates by year, favored platforms (blogs vs. YouTube, etc.), ROI and metrics, and social media spending plans. The report includes interviews with marketers from a diverse mix of companies, including Coca-Cola, Ford Motor Company (who, as we’ve written, has a vast social media strategy), Cisco Systems, and Dell. Metrics that each company used to judge progress are included, as well as what each business learned from their multiplatform approach. The research plans to continue through the first half of 2010, offering us more insights into social media’s heavy use in the marketing world.

The SSN Take: Skim through the white paper and glean some insights about how companies are using multiplatform social media strategies.

Samuel Hartman, April 7, 2010

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