Harvard Business Review Analytic Services conducted a survey of 2100 companies and two thirds of the companies said that either they are using social media channel or have social media plans in the works.  Despite the vast potential of social media organization still use it as a one way communication channel rather than utilize the power of unadulterated listening and analyzing to impact the bottom line.

The survey  found that

1. Three quarters (75%) of the companies in the survey said they did not know where their most valuable customers were talking about them.
2. Nearly one third (31%) do not measure effectiveness of social media.
3. Less than one quarter (23%) are using social media analytics.
4. A fraction (7%) of participating companies is able to integrate social media into their marketing activities.
5. A small group (12%) felt they were effective users of social media.  These were the organization most likely to use metrics, have strategy for social media use and integrate their social media into their overall marketing operations.
6. Two thirds of the companies surveyed are convinced their use of special media will grow and intent investing more in next few years.

Social media is no more an experiment but an opportunity to join conversation with millions of people around the globe every day and every minute.

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