For the corporate world a holistic online approach in own technology environment is the most successful approach. An environment that allows for direct communication but also published relevant information in depth and interconnected makes much more sense for larger organization and companies. Integration of all departments and allow for inter-company exchange of ideas.
Marketing manager are the driving force as to what technology will be used and IT department has much more competent strategic partners now than in the last ten years. Technology, long time now highly involved in business management decision has now arrived in the marketing department. The success of a broader marketing strategy depends mostly on the integration power of various available technologies and processes.

Amplify’d from www.emarketer.com

If a company has used social media, it has most likely also seen success, the study found. Eighty-five percent of companies viewed Facebook as successful, a significant jump from 54% in 2009. Yet Facebook hasn’t matched message or bulletin boards, with 93% reporting it was a successful tactic. foursquare also saw a significant increase in usefulness; it wasn’t even measured in 2009, yet in 2010, 75% of companies reported it was a successful tactic. Read more at www.emarketer.com