Although more C-suite executives are buying in to the need for a corporate social media presence, they remain largely divided on the value of social business, according to a new global study by MIT Sloan Management Review and Deloitte.
What’s more, the majority of CEOs surveyed said that social use is not measured—and this lack of metrics proves widely problematic.
“The lack of metrics means that those who wish to step up their leadership in social collaboration are without many of the traditional tools they would normally use to encourage and reward action,” said David Kiron, executive editor at MIT SMR and a co-author of the study.
We find it interesting that measurement hasn’t yet appeared on the collective C-suite radar. Other attributes of a social strategy, including clear vision and leadership, were cited in the study as critical to the adoption of social software. Yet to our way of thinking (and we know we’re not alone), collecting and analyzing metrics is just as important, and letting data help drive marketing (and sales) strategies is a key component of success.
[Excerpt, click on the link to read the rest of this post.]
By Shelly Kramer
At Creative Sage™, one of our specialties is mentoring, training and coaching CEOs, founders and other C-Suite executives to use social media effectively, including for innovation, open innovation, and collaboration, as well as for outreach. Find out more about how we can work with your organization’s leaders to maximize their social presences and results! We also mentor and train executives and other staff members how to measure the results of their social business programs. You can email us or give us a call, at 1-510-845-5510 (San Francisco/Silicon Valley) to set up an appointment for an initial conversation. We look forward to talking with you or your CEO.