Despite evidence that social media improves customer relationships and boosts sales, a new global survey found that most senior executives have no plans to adopt social media as part of their marketing efforts.
Fear and apathy toward social media were noted as key obstacles to using social media, according to an independent survey by Avande.
According to survey findings:
- More than 50% of respondents said senior executives and IT staff resist social media out of fear it will negatively impact employee productivity.
- 60% believe management does not understand the potential benefits social media offers employees and customers.
Though resistance is high, top executives realize that social media technologies have the potential to transform the way companies build and manage relationships with their customers. Most companies have no formal plan to adopt and manage social media.
Early adopters of social media questioned in the survey revealed overwhelmingly positive results from using Web 2.0 tools. Of early adopters of social media:
- Two-thirds of those surveyed saw improved customer satisfaction.
- 64% reported an improved marketplace reputation.
- 2 in 5 companies directly associate increased sales by using new forms of media.
Rather than waiting for the next crop of Generation Y employees to bring social media into the workplace, jump on the bandwagon before you’re left in its dust. Remember – social media is right, even if you think you’re doing it wrong.