Most companies regard social media as an unsolvable conundrum. They know they need it, but don’t know how to make it work for them. Many try to get involved in social media and then fail because they didn’t know what they were doing.
Some larger corporations fail because of the red tape; they may not be able to update their social media on a timely basis, to such an extent that it may never get off the ground. When approval is required from the legal department, the executive team and the human resources department your social media will fail.
According to Brand Science Institute only 7% of the companies studied understood the VALUE of customer interaction and only 27% understand their true customer. This is reflective of the fact that most executives don’t understand or grasp social media.
A lot of companies start their social media initiative and leave it hanging with no updates. Having a social media presence requires a large time investment. Creating a page and abandoning will hurt the company brand more than not having a social media presence.
I typically tell my clients that if they worry about running their social media they may never get it to work. My thought has always been that corporations need to make their business the main focus and trust professionals to run their online media proposals.