How does one harness social media? C-level executives still aren't sure.
According to a survey conducted by Harris Interactive for Capgemi, half of more than 300 senior executives at Fortune 1000 companies said that social media is a component of their customer service operations but nearly two-thirds said the marketing department is solely responsible for social media management.And a full three-quarters didn't know how many employees were dedicated to customer care via social networks.
57 percent of c-level executives see social media as a means for inviting customer input, generating leads, addressing complaints, and measuring consumer satisfication. This should be higher. And 13 percent still cling to the belief that social media is just a fad and not important to their company's success.
Really? Senior execs at Fortune 1000 companies are this stupid?