Study: Execs Aren't Yet Sure What to do About Social Media

More than half of 302 executives surveyed by Harris Interactive on behalf of Capgemini say that social media is a part of their company's customer care operations, but 64 percent of those said that the marketing department is solely responsible for social media marketing. Most (74 percent) executives in the study were simply unsure how many employees are dedicated to customer care using the social Web.

Most (57 percent) see social media as a means for "inviting customer input on product and services, lead generation, responding to complaints, internal reporting, and measuring customer satisfaction."

However, there's still a sizable minority (13 percent) that believe social media is just a fad and is not important to their company's success.

Study: Execs Aren't Yet Sure What to do About Social Media