So a solid set of facts have been released that back up what most of us already know:
A global survey of over 500 executives shows that social media improves customer relations AND boosts sales. In fact, two-thirds of them saw a vast difference after adopting a social media strategy.
Yet-also not surprising-many top-office executives are wary of using social media in their communications strategies.
They admit it’s not the price that concerns them, it’s the chance for abuse by employees and, yes, the fact that many of them aren’t even sure HOW to use all the applications available.
Some of the survey’s hard facts:
-68% of Canadian companies view the social media as the next step in technology, and believe organizations that fail to implement a social media strategy will fall behind.
-Canadian companies are more concerned about using unproven technology (61%) compared to American companies (49%).
-Canadian companies are less concerned about the cost (21%) compared to their American counterparts, however (42%). I guess money is no object as long as something is safe. Must be our lofty dollar that has us so cocky.
So executives don’t need convincing that social media strategies work, they’re just afraid of the changes they might wreak on their workplaces.
And, ultimately, showing weakness in front of their employees.  What executive wants to admit they don’t know an RSS feed from a radish, especially when all their rookies do?
Ultimately, it comes down to fear. Fear that employees won’t respect them if they realize their boss has to learn how to use social media tactics, and fear that the social media will alter their business model beyond their understanding.
I predict that in the not-too-distant future, we’re not just going to see organizations introducing social media policies. We’re going to see organizations implementing internal social media policies as well.
Organizations will be altering their internal communications departments to oversee the responsible use of social media networks and strategies. There will be executive summits that are actually social media bootcamps in disguise.  IT departments will have dedicated staff to ensure the security of social media networks. It’s all going to be pretty interesting.
At least now there’s a solid set of data available that proves the social media works.
