Companies continue investing in social media

94% of the respondents said that they plan to maintain or increase their investments in social media tools and online communities, while only 6% said they plan to decrease such investments.

The study found that as social media efforts mature, companies are turning their attention to “lurkers” — people who observe a community but don’t participate. Twenty percent of the respondents said that their companies have set up formal “ambassador” programs, which give lurkers special treatment to encourage them to become more active.

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