Study: C-level executives still unsure how to leverage Social Media for business growth

Pin It

It seems to be a love and hate relationship: Executives and Social Media. On the one hand, companies see how critical a social business strategy is for their business. On the other, they still don’t know how to harness the value of the new modern media landscape and the feedback channel online world. This is the insight we get from a survey of C-level executives conducted by Harris Interactive for Capgemini.

The findings, which are part of Capgemini’s Executive Outsourcing Survey, were published with their launch of the social media management service. The survey asked 302 senior executives at Fortune 1000 companies.

The question where to position Social Media inside the company seems to be omnipresent: Marketing? Customer Service? Corporate Communications? Or really change the company to become a social business operation? Does someone have a crystal ball? More than half say that Social Media is a part of their company’s customer care operations. However, 64% of those responded that it is a pure responsibility of their social media marketing department.

Surprisingly enough, 74% executives stated in the study they were not even sure how many employees are dedicated to customer care via the Social Web activities of the company. The value of Social Media can be seen by 57% of responding executives who think that it is „inviting customer input on product and services, lead generation, responding to complaints, internal reporting, and measuring customer satisfaction.“

And it is best to forget the 13% who still believe that Social Media is not important for future success of the company.

Spot On!
The attitude from executives towards Social Media also describes the fact that less than half of executives (41%) are monitoring online conversations about their brand, product and/or services. They only respond to an online conversation when a customer poses a direct question, representing a significant missed opportunity for companies to proactively solicit feedback and enhance the customer experience. The ooportunity to engage with the customer is there but executives (and probably their management teams) need to embrace the opportunity and change their business into a social business strategy and align it with their web strategy team.

Related Posts

Kommentare

4 Kommentare zu "Study: C-level executives still unsure how to leverage Social Media for business growth"

  1. Sanjay Shetty am 05.08.2011 06:40 

    People tend to focus on the positive side of social media, very few explain the details of how social media can be disadvantageous to an organization and what to do about it

    See this article which talks about how social media can be disadvantageous to business and what to do about it. http://bit.ly/SocialMediaDisadvantages

    I feel if more people highlighted the realities, that would help.

  2. Martin Meyer-Gossner am 05.08.2011 10:11 

    Interesting perspective, maybe we need to see this more from a sophisticated point of view and differentiate people from people. Depending of what the business perspective is, people show positive and negative aspects to drive social media through companies. However, I would absolutely agree to focus on a realistic outlook on the capabilities of social media. Think about what Social Engagement does to jobs, and then start fleshing out a strategy… http://bit.ly/ivWSfP

  3. Study: Twitter becomes popular among business chiefs am 13.09.2011 11:25 

    […] admit that the are unable to keep track ith the latest technological innovations. Apart from that, another study some weeks ago showed that they are also not sure how to leverage Social Media for […]

  4. CMO’s studies: Yes, Social Media is key! – Can someone gimme a plan on “Social”…? am 12.10.2011 21:11 

    […] bosses even focus their attention preferably on Twitter. Although, C-level often does not know how to leverage Social efficiency. The community gives input on the value of products, services and preferrences. When did we have […]

Schreiben Sie Ihren Kommentar...
(Ein Foto neben dem Kommentar erhalten Sie bei Gravatar.com)