Earlier in 2012, IBM released its 2012 Global CEO Study, a work born from interviews with over 1700 CEOs worldwide. One of the study’s findings revealed that only 16% of CEOs currently participate in social media. That’s not all. For many CEOs, social media is also one of the least-utilized methods of customer engagement. CEOs listed face-to-face interactions as number one, followed by websites, channel partners, call centers, traditional media, advisory groups, and finally, social media.
Even those CEOs who are using social aren’t in any danger of redefining consumer engagement as we know it. As one CEO interviewee put it, “We use social media less as a marketing or distribution channel and more as a knowledge platform to obtain information about customers.”