According to IBM’s recent global CEO survey, the interest in ideas associated with computing and social networks is growing among companies of all sizes. Amongst mid-sized firms (those with 100 to 1000 employees), 45% CEOs said that better use of social platforms like Twitter and Facebook was necessary, but only 15% actually have social profiles. The findings are inline with the study carried out jointly by Deloitte and MIT Sloan Management Review. The study showed that compared to large and small sized companies, mid-sized firms perceived less value in social networks.
Both the studies indicate that companies lose interest in social networking as they grow. Smaller companies are drawn to social platforms as they do not have the resources for traditional campaigns, while large ones have ample resources for both traditional and social campaigns. But as small companies grow, they lose focus of an important customer relation, information collection and marketing tool. Once they gain enough resources to conduct traditional campaigns, their interest in social weakens. Even when social platforms are used, the strategies are not aligned with the overall objectives of the company.
With the increasing importance of social media, it is more important that even before that these companies get things under control and make the most of the marketing tool. If a company lacks required resources, investing in professional social media services makes sense.