Since the start of the social media revolution, marketers have been grappling with the best ways to interact; and many of them are doing an excellent job. Yet, one big issue is sometimes beyond the control of marketers, and that is the riskiness of social media.
As reported by eMarketer: “In the spring of 2012, Deloitte and Forbes Insights found that U.S. executives considered social media one of the top five sources of risk to their companies over the next three years. In the survey, 27% of U.S. executives from businesses engaged in consumer and industrial products, life sciences, health care, and technology, media, and telecommunications said social media was a risk. Only the global economic environment (41%), government spending and budgets (32%), and regulatory changes (30%) — perennial concerns for all businesses, especially during a difficult economic recovery — were ranked as even riskier.“