Organizations have developed a clear focus on using social media to drive initiatives based on bi-directional feedback rather than a one-way broadcast communication mechanism, according a new report from research firm International Data Corp.

The trend is evident across all social experiences, both inside and outside the business, according to IDC’s fifth annual Social Business Survey. IDC surveyed 701 U.S. senior executives in February 2013, asking about their current and future technology and business plans, perceptions and experiences related to the use of social media for business purposes.

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