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: - Intellectual laziness. They want to claim that they have a full social media presence while not fully understanding what that means, so they delegate someone to create and then let go (and are happy to hear back with amorphous reports of success with words like engagement and impressions) - Arrogance. People are embarrassed to admit that they might not fully get it and don’t spend the time needed to educate themselves and the team 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. Get the full story at PR Daily