“Facebook? I use that every day. Who needs to be trained in it?”
Employee sentiment like that has become the stuff of nightmares for companies. Why? As businesses race head on into the social media arena, the modern workforce is still ill-equipped to help unlock its enormous value.
An estimated three-quarters of consumers now say social media influences their buying decisions. Nearly 90 percent of US companies are using Twitter, Facebook and other networks—all jockeying for their share of the estimated $1.3 trillion in value that social media stands to unlock.