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Social media will be the most important technology channel used by companies to engage with their customers within three to five years, according to a survey of 1,700 CEOs from around the world conducted by IBM. Currently just 16% of companies use social media as their primary means of interacting with customers, but that proportion will rise to 57% three to five years from now.
That increase will put social media ahead of Web sites, call centers, and traditional media. Over the same time period, CEOs see Web site utilization increasing from 47% to 55%, while call center utilization will drop from 40% to 31%, and utilization of traditional media will plunge from 39% to 15%. The only channel outranking social media is face-to-face and sales representatives, although this too will drop from 80% today to 67% three to five years from now....
Ironic. Research shows that CEOs don't use social media themselves. But the trend to "social business" is unstoppable.