June 11, 2009, 12:00 AM

Social networks join the mainstream as large companies go social

60% of respondents to a survey think social networking can have a high impact on brand awareness. And 45% believe social networking can play a big role in capturing customer insights.

Large companies are embracing social media, according to a new report from the Direct Marketing Association’s Social Media Council. Along with HeadMix, a social business software provider, the DMA surveyed 3,000 companies, including 40 of the Fortune 100. 40% of respondents said they have social media trials underway.

60% of respondents think social networking can have a high impact on brand awareness. And 45% believe social networking can play a big role in capturing customer insights.

In addition, 70% said they are using external social networks to allow employees to collaborate on projects.

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