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Almost 50% of brand marketers will target social networking sites this year, a new report by JupiterResearch says.
It says 48% of brand marketers will deploy marketing on social networking channels, compared to 38% last year.
The figures contrast with reports that many firms have yet to create their own profiles on social networking sites, amid concerns over the moderation of content and the potential PR risks.
However, Emily Riley, JupiterResearch analyst and lead author of the report, told ClickZ:
"I think that many advertisers, even those with fear, understand that if they're not there it's worse than getting negative feedback.
"It's more important to be there with some risk than not be there at all. Your competitor will surely be there."
She added it was important to get the right people onside:
“Thirty percent of frequent social networkers trust their peers’ opinions when making a major purchase decision, but only 10% trust advertisements.
"Consequently, brand marketers must harness brand advocates and influentials by providing additional motivation for frequent networkers to engage in social marketing.”