Organizational Barriers to Social Media Adoption
MarketingSherpa has published a new chart showing the organizational barriers to social media adoption.
It is not surprising to see that the top 2 barriers are a lack of knowledge and the perceived inability to measure ROI.
When it comes to a lack of knowledgeable staff, the MarketingSherpa team touched on one of the dangers organizations face when searching for social media hires:
A danger to the effective adoption of social media as a marketing strategy is the large percentage of those who consider themselves knowledgeable – but have no social media experience.
This is an issue that is regularly discussed in the blogosphere and on social networks such as Twitter. We could have an entire conversation on this alone. [One step these organizations could take is sending their staff to a cool one-day conference where they would receive intensive keyboard-level training (shameless plug)]
As far as the inability to measure ROI, the desire for organizations to measure ROI will never go away. Again, this is a topic which comes up often in the blogosphere and on social networks. But, a few months ago, Jason Falls explained why it is hard to measure the ROI of social media:
The problem with trying to determine the ROI of social media is you are trying to put numeric quantities around human interactions and conversations, which are not quantifiable.
So, what are your thoughts regarding this chart from MarketingSherpa? Do you think it’s accurate? Does it represent organizations that you or someone you know belong to? Let’s talk about it in the comments below.
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