Social media marketing: got to do it, but is it really a revenue driver? That appears to be the perception, at least according to survey results [download page] from a newly-released Nectar Online Media study. Respondents were nearly universal in their belief that social media is important to their organization 94% and that it enhances awareness of their brand 92%. 8 in 10 also checked social off as a strategic imperative – mirroring results from a Facebook study last year in which 6 in 10 senior marketers said social was key to their company’s survival. But amidst all the importance assigned to social media marketing, the Nectar Online Media survey respondents the majority of whom have responsibility for or influence over their organization’s social media marketing were less enthusiastic about its ability to drive revenue, or even their ability to perform social media marketing successfully. Only 46% agreed or strongly agreed that social media drives revenue for their organization, and just 28% said their program was “best-in-class.”

via Execs More Convinced of Social as Strategic Priority Than as Revenue Driver.