CMOs: We're Not Prepared For Social Media

New IBM research drawing from 1,700 chief marketing officers from 64 countries and 19 industries shows that while top marketing execs are well aware of the major shift taking place via social media, a majority of them are unprepared to adress the new social media world.

According to the IBM Global CMO Study, while 56 percent of CMOs view social media as a key engagement channel, only 26 percent are tracking blogs, 42 percent are tracking third party reviews and 48 percent are tracking consumer reviews to help shape their marketing strategies.

In addition, nearly two-thirds of CMOs think return on marketing investment will be the primary measure of their effectiveness by 2015.

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