Around 22 per cent of leading global marketers say their companies have no social media strategy in place, according to new research by Grayling PULSE.
The study also found that of the 78 per cent of organisations with a social media strategy in place, six in ten have not integrated social media plans with their wider communications strategy.
Most of the surveyed companies in the technology, media and telecoms sector (83 per cent) have social media strategies, whereas just six in ten in the transport, automotive and logistics industry do.
Lack of strategy – CEOs to blame?
The lack of social media strategy in many businesses may be influenced by CEOs' general failure to become involved in their organisations' content marketing activities. Nearly half CEOs have no involvement at all in their companies' social media activities, while only 23 per cent contribute personally to social media content or their corporate blog.
It also found 86 per cent of respondents to its CEO Social Media Survey believed it was mission critical, very important or important for a CEO to engage via social media. More than eight in ten also indicated they trust organisations more if the CEO and senior leadership team are active on social media.
Why CEOs should get involved
CEOs need to show an interest in social media, according to Fresh Business Thinking's Allan Biggar. Writing in the Independent, he said an understanding of why social media matters and an input into the organisation's strategy are important for a CEO.
"When it comes down to it, the people of this world speak social media, which means a CEO or senior management needs to be fluent in social media in order to keep their companies relevant and connected," he commented.
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