Social Media: Where's the Strategy? - Slide 5

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Ed Moran, director of product innovation at Deloitte, in aninterview with Ann All, told her companies miss opportunities by neglecting areas other than marketing in their social media plans. “Your whole enterprise should care, not just marketing,” he said

While corporate participation in social media is increasing, many companies still do not have a strategic plan for its use. IT Business Edge’s Ann All has written several times about research that supports this. For instance, a Burson-Marsteller study released in early 2010 found many companies risked confusing customers and/or diluting their brands by creating multiple Twitter and Facebook accounts, some of which lapse into disuse.

A new survey of 100 companies by search and social media consulting company Digital Brand Expressions (DBE) similarly found that while 78 percent of respondents were using social media, just 41 percent said they have a strategic plan. Click through for results of the survey.

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