Only 23 percent of marketers invested in blogs and social media last year. At EContent Magazine, Thomas White, co-founder and CEO of the C-Suite Network, weighs in on why so many C-Suite leaders are reluctant to embrace social media and how they can use social networking to engage with customers.
According to HubSpot’s 2013 State of Inbound Marketing report, 23% of marketers invested in blogs and social media last year. That number seems shockingly low, and could indicate that some decision-making executives are still wary of social media. EContent talked to Thomas White, co-founder and CEO of the C-Suite Network–a company designed to enable c-suite professionals to maximize the potential of peer networks and social media–to better understand the C-Suite’s hesitance to embrace social media.
Q: What are the main concerns still holding C-Suite executives back from embracing social media?
A: Unfamiliarity with social technology. It’s hard for C-Suite executives to be beginners in new areas. So, rather than jump into these areas, they hold back.
They don’t see the value to themselves and their companies – C-Suite leaders don’t realize they get more information from their customers in social media interactions than any other channel.
They believe they are too busy. Ask a C-Leader if they have time for customers, and they will likely say “yes.” Yet, they haven’t made the connection that social media is about engaging in a direct dialogue with their customers.