CEO's embrace social media but lack strategy

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CEO's embrace social media but lack strategy

Microscope contributor
Though some employees are still denied access to social media sites in their workplace due to security and productivity concerns,  but despite that clampdown CEOS do appreciate the importance of social networking to their business, reports Linda Endersby.

Salesforce has published results of a survey into social networking within UK businesses showing that a  high number of those running business do see some benefits to using the communications tools.

With social networking fast taking over email as a favoured way of communication worldwide, Salesforce surveyed 150 CEOs and MDs across the UK to understand the role social networking took in the organisations and strategies and guidelines that underpinned that role

The importance of social networking was high with key results showing;
*73% of CEOs said it was important to use social networks to build brand awareness.
*68% find it important to use social networks as a platform to launch new products and services.  
*74% of CEOs find it important to use social networks to attract new customers.
*61% of CEOs find it important to use social networks to engage with customers and grow their business.  

CEO's not only saw the relevance for customers but also for employees
*75% of CEOs said it is important to their business to use social networks and tools to attract and retain skilled workers.
*75% of CEOs find it important to use social networks for employee communication.
*76% of CEOs think social networks are an important way to enhance employee engagement.

However the strategy and ownership was far less clear
*68 per cent of organisations have a social media strategy, with that number increasing to 74 per cent in organisations of 1,000+ employees.
*Just 11 per cent of businesses run their company's social strategy as a collaborative cross-departmental team.
*Most companies have a fragmented approach with marketing dominating ownership at 40%, followed by IT with 28% and HR with 20%.

While it is clear then that a high percentage of management teams see that there is a benefit to social networking, many still need to harness the power across the organisation to make it really work wonders for customers and employees alike.


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