Looking at the jarring discrepancy between what companies say they should be doing with regard to social media, and what in fact they are doing, three obstacles typically stand in any given company’s path:  core technology, organizational structures, and budget priorities

It’s clear that they can’t be overcome by a feisty social team, or a hard-charging sales leader, or even by a forceful finance chief. No, those barriers to becoming a truly social business that can deliver superb customer experiences can only be knocked down by the CEO.

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