In the world of social media, success is difficult to measure. Failures and missteps, however, are costly and immediate, plus you run the risk of being vilified by the blogosphere. So with success difficult to measure and understand, the field is plagued with mediocrity—people who know how to set up a Facebook account or create a Vine, but don’t truly think strategically or act in the brand’s best interest.
Why the failure? The upper echelon of management may pay lip service to importance of social media, but they don’t fully explore the implications. There are two main reasons for this:
Simply put, top executives must pay attention, not just for reputation management, but to make sure the person in charge really knows what they’re doing.