Security concerns discouraging firms from social media
Although most organisations believe that social media can help improve customer communications, many are avoiding the channel today due to security concerns, difficulties in justifying investment and problems in measuring outcomes.
According to a survey among 300 UK business decision-makers and IT executives undertaken by enterprise content management software provider Open Text, only half of respondents are currently employing social media, with 41% considering security as a long-term barrier to adoption. A further 20% were worried about their lack of control over corporate messaging.
Nonetheless, of those that had gone down this route, 43% said that they had done so because social media provided a direct and personal means of speaking to customers and partners.
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