CEO’s are finally embracing social media’s role in engaging business and customers, according to a recent IBM Global CEO Study.
For businesses, social media is currently the least-utilized method for connecting with their audiences. The hierarchy of connecting is as follows: face-to-face interactions, websites, channel partners, call centers, traditional media, advisory groups, and then, finally, social media.
However, social media is expected to jump to the number two spot within three to five years — and traditional media will plummet to the bottom of the list — according to IBM’s report of their findings.
Out of the 1,709 CEOs interviewed for the study — hailing from 64 countries and 18 industries — only 16% currently participate in social media. However, that percentage is expected to grow to 57% within the next five years, according to the IBM analysis.
As Mashable previously reported, these numbers coincide with the “conservative optimism” regarding social media engagement for businesses. More than half of business owners (64%) believe in social media as a useful tactic for marketing — they just aren’t willing to jump into it full-force yet.