The majority of companies lack a social media strategy

While 78% of companies, including retailers, say they are using social media, only 41% of those companies say they are doing so with a strategic plan in place for engaging consumers in the social realm, according to a new report, “Social Media Without a Parachute,” released by search marketing consulting and services firm Digital Brand Expressions.

71% of those with a clear social media plan say that plan includes efforts to measure ROI, according to the survey.

Following are other often-cited elements in those plans:

• Allocate resources for ongoing social media activities, 90%
• Research how brand competitors and key stakeholders are using social media, 74%
• Monitor the brand’s reputation in social media, 52%
• Prepare and distribute policies for ongoing communication with customers, including how to respond to feedback, 45%

Of those with an outlined strategy, 71% say their marketing department created and maintains their social media strategy, 29% say corporate communications oversee the plan, 16% say the executive team, and 10% said either sales or information technology.

Digital Brand Expressions conducted the survey of 100 companies in May.