Only 40% of marketers use social?!

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Today the Search Engine Marketing Professional Organization (SEMPO) released some new insights from its 2008 State of the Market report.

Some surprising figures in social media:

Just over 40% of advertisers are using in-house marketers to promote their brands on social media (more than four out of five of them say they use Facebook in one way or another).

Is it me, or does 40% seem ridiculously low? It’s hard to believe that 60% of advertisers disregarded social in ‘08. Another interesting point is that Digg, Del.icio.us, StumbleUpon, Reddit and Technorati (in that order) were the next most popular social sites after Facebook. It’s obvious that Twitter wasn’t completely on the map yet, but I’m already looking forward to 2009’s numbers. Any predictions on where Twitter will stand?
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