Canadian business leaders are still unsure how they feel about social media.
But 82% of them personally use social media, according to a survey by Queen's School of Business, so they should know enough to have some opinions about what it is (or isn't) good for.
39% agree that the top benefit of of their business using social media is increased brand awareness. Recruiting talent is considered the second-best benefit by Canadian executives, while gaining a deeper understanding of customers ranks third. Attracting new business and networking round out the top five benefits according to business leaders across Canada.
Even though many still seem to question social media's value, businesses are nonetheless spending more in that area. 72% report an equal or greater investment in social media efforts this year compared with 2011, the Queen's study reveals.