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The average amount of time spent on social networking sites increased 82 percent last year. Social media is clearly becoming a new force in organizations around the world, allowing them to reach out to and understand consumers as never before. In many companies, it will move from a "one-off initiative" to an important, integrated tool in marketing and communications strategies.

More than 2,000 organizations surveyed by the Harvard Business Review offer feedback and best practices on how to understand the potential of social media, measure and gauge its effectiveness, integrate it into your overall marketing strategy and show the direct link to company financials.

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