MAPI recently polled its member marketing executives to help them understand how their peers are currently using and deriving value from Web 2.0 tools and technologies such as online videos, blogs, and community-based websites like LinkedIn and Facebook. For more information, contact Kate Sims at 703-647-5135 or via email.

Members were asked to indicate which Social Media tool or website provides the greatest value to their company, and also to them personally. The clear front-runner for delivering value to the enterprise is YouTube, and for personal use the winner is LinkedIn.

Social Media has delivered the greatest value to members in helping build brand awareness.

According to one member, "“The value of Web 2.0, especially using Facebook for Voice of the Customer, retail promotions, or brand building is a no-brainer. However, like any marketing activity or campaign, engineers and business types are going to struggle with the Return on Marketing Investment-- and the level of frustration generated to justify is often too high for the faint of heart.”

Members’ greatest concern about Web 2.0 is lack of message control. Other concerns are lack of control over employees’ usage, and unclear ROI. For tips from members on starting out with Social Media, as well as several examples of members' practices, click here.

To help members navigate these waters more efficiently, MAPI is making a select group of Social Media policies available to Marketing Council members.