Americans who use social media feel better about companies when they can interact with them through social media. At least those are the conclusions of Boston-based Cone’s 2008 Business in Social Media Study.

Cone defines social media as “technology facilitated dialogue among individuals or groups, such as blogs/microblogs, forums, wikis, content sharing, social networking, social bookmarking and social gaming.”

They find that 93% of social media users believe a company should have a presence in social media. A full 85% believe a company should also interact with customers via this media.

Below are select findings:

–30% of Americans use social media sites and tools two or more times a week.

–13% of social media users interact with companies via these sites two or more times a week. 12% interact one a week. 13% interact once a month and 21% interact a few times a year.

–Those surveyed believe the role of companies within social networks is to:

1. Provide virtual customer service (43%)

2. Solicit feedback (41%)

3. Provide new ways to interact with the brand (37%)

–The bottom line is that 56% of respondents feel a stronger connection with companies that offer social media technology, and 57% feel better served.

The survey was fielded by Opinion Research Corporation on September 11-12, 2008 to 1,092 adults.

Global analyst firm IDC’s CMO Advisory Practice has released the third annual results of its Marketing Performance Matrix (SM). The report gives kudos to internal marketers who excel in marketplace execution. The report ranks Avaya, Citrix, HP, Nortel, and Sun Microsystems as the top tech marketing innovators and reveals success factors for CMOs.

In the category of preaching to the choir, there are three key takeaways. Marketing execs are urged to:

1. Gain the trust of their CEOs, CFOs and Sales Executives. (Any surprises here?)
2. Leverage a strong, senior team in key regions so you can stay close to customers and optimize the ability to react to market and trends.
3. My personal favorite: Stop doing more with less. Terminate the cycle of ever-expanding marketing activities with diminishing resources. Rather, they recommend focusing on quality, and fewer programs with higher success.

 Learn more about this report and IDC at http://www.idc.com/getdoc.jsp?containerId=212922.