"Even if we initiate social media, often customersthemselves are reluctant to use it. The industry on the whole still prefers thetraditional ways since decision-making powers are restricted to a few," says MekalaiR, Director of Chain Sys India.
Adoption is further impeded by lack of resources. "We alsodon't have an infrastructure for having social media on board. We are forced touse other platforms like Facebook and Twitter because we do not have our ownsocial media platform. Then we are always hesitant to create one because westill don't know if we really need social media for our comparatively smallerbusiness." Dasgupta elaborates.
It is also worrying that many companies that have integratedsocial media are late to the party and have not clearly assigned responsibilityfor these channels within their companies.
The EIU report also found that 43 percent of companies beganusing social media only in the last year, and only 11 percent of businesseshave been using social media to communicate with customers for three years ormore.
These figures, along with the partner reactions, indicatethat social media is still a just buzzword. How long it would need to enterpartners business, only time can tell.
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