Why Are Companies Still So Bad at it?

As the world went on lockdown, digital channels—in particular, social media—suddenly became essential means of communication for all businesses. But while many individuals use these channels effectively, the vast majority of companies do not. 
Constellation Research analysts Dion Hinchcliffe and Nicole France strongly agree on the importance of social engagement to business success, both now and in the future. They differ on some of the root causes of why businesses generally have been so poor at social engagement thus far. 

This Big Idea report presents their combined views on the obstacles that companies face when trying to use social media effectively and what they must do to overcome them. It also incorporates analyst Liz Miller’s invaluable perspective from the chief marketing officer vantage point. 

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