US companies are not tapping
into social media’s full potential a
recent study by Deloitte has
The survey of 400 US
companies found that while they’re
effectively using online tools to
engage with customers, partners,
and employees for brand discussion
and idea generation, they continue
to struggle with harnessing social
media’s full potential.
One of the main obstacles
identified is that while people
knew about the social media
options, they were not fully
engaged with it and were what
was described as “lurkers”.
According to the survey, some
of the biggest obstacles to creating
a successful community are getting
people to join (24 per cent), stay
engaged (30 per cent) and keep
returning (21 per cent).
“The obstacles can be easily
remedied through partnering and
new management practices.
However, the study indicates that
very few companies are taking the
steps necessary to overcome these
challenges,” Katherine Milesi, a
partner of Deloitte’s Online Practice
According to Milesi Australian
companies are still a long way
behind in terms of social media.
While some are embracing it, both
for their customers and employees,
others are still looking and learning,
and many still aren’t paying
A survey of a group of ASX
executives revealed that only one from a group of ten said
social media was a topic of
discussion in the boardroom, yet
there was unanimous agreement
it should be.