There seems to be a disconnect between the investment on social media by businesses and its impact. Certain factors are responsible for this divide. A large number of organizations are guilty of not aligning their social media campaigns across various channels. This generates a disjointed digital marketing footprint. This also reflects the lack of clear goals regarding social media. Customer use of social media needs to be better captured using relevant data. Only about a tenth of respondents on marketing research anchored by CMO confirmed they were satisfied by the marketing impact of social media. A set of marketers are not leveraging the potential of their business partners or outsiders to brand their products on social media. Marketing leaders need to possess cross-functional abilities in order to best leverage platforms such as Facebook or Twitter. Also as social media is a relatively new phenomena, number of marketers are struggling to develop competencies for the same. Similarly a lot of marketers struggle to attune the social media marketing with the financial side of the organization, using the platforms for only branding where final sales must also eventually generate.

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