Umass Dartmouth Center for Marketing Research Blog

Could Key Executives be the Reason Why Social Media is Not Widely Used among Businesses?

In this week’s article, Alan See, from Social Media Marketing Magazine, explains how some key executives think “experience is the best teacher,” and therefore withhold from using social media. He then describes why he believes this concept is troublesome.

Key executives impact organizations, but when they have the mindset of “experience is the best teacher,” it clouds their willingness to learn new concepts. See quotes Will Rogers, “The trouble with using experience as your guide is that sometimes the final exam comes first, then the lesson.” This quote holds true because if executives wish to not use or even learn about social media, it can sometimes hinder a business’ growth through new communication tools. This could also be an example as to why social media among the Fortune 500 has plateaued, according to the CMR’s 2011 study (

In today’s environment, social media use is on the rise. Customers who embrace social media are looking for organizations who have the ability to interact with them through this outlet the same way as you would communicate with them via email or phone. It doesn’t hurts to learn about social media. Once you gain enough information about what it can offer (i.e. LikedIn, Twitter, or Facebook), you can put aside any doubts you may have as to how it can be helpful or of no use to your company.

As See states, you don’t want the adage “you can’t teach an old dog new tricks” to begin to be associated with your personal brand.

What do you think? Is social media something you believe a company should implement, or for senior executives to look into in order to derive if it will be effective for the company?

For a complete look at this week’s article, click on the link below. Thank you all again for reading! Until next week…



Filed under: Social Media,

8 Responses

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