Social media is increasingly becoming a crux in many content marketing strategies, and according to a recent Jive Software study, many executives have begun to recognize social marketing as a key to future success.

Social media is increasingly becoming a crux in many content marketing strategies, and according to a recent Jive Software study, many executives have begun to recognize social marketing as a key to future success.

In a survey of more than 300 executives, 66 percent of respondents said they see social media as a new means for engaging customers, and they believe the channel will fundamentally change the way companies operate. Additionally, 78 percent said a social strategy – be it as part of a content marketing campaign or as a way for employees to communicate internally – will become vital to a company's future.

For companies that are turning to social media as part of their content marketing strategies, 62 percent of executives indicated the development will increase customer loyalty and build brands. By relying on such social networks as Facebook, Twitter and, soon, Google+, companies are able to engage customers more effectively and participate in brand discussions.

“Today's executives realize that the 'New Way' to business is here and that they must have a social strategy or risk falling behind,” said Jive CEO Tony Zingale. “The results of this survey underscore the importance and growth of the Social Business market.”

Social media marketing is often a vital part of any content marketing strategy. As Brafton recently reported, experts see social media and web content marketing strategies as becoming increasingly intertwined, working in tandem to generate consumer interest and drive new business to a company's website.