Bob Feldman, partner at PulsePoint Group, provides commentary on the firm's recently released Corporate Communication Index Study. This is the first in a series of videos where he will provide insight into the findings.
The PulsePoint Group Communication Index 2010: Social media providing huge opportunities, but drive to innovate remains elusive.
Despite the opportunities being presented by the explosion of social media, more than two-thirds of surveyed chief communications officers say they're not doing enough to drive innovation within their own organizations.
The report found that as CEOs emphasize innovation as an essential way to survive and grow in a difficult economy, the burgeoning use of social media provides extensive opportunities for communication departments to engage with customers, potential customers, and other stakeholders. But not enough corporate communications departments are driving the innovation necessary to exploit those opportunities, partly because their organizations haven't acquired the necessary digital competencies. That leaves a gap that may ultimately be filled by talented people from elsewhere in the company.
The finding is part of a forward-looking report on key trends in corporate communications departments from PulsePoint Group, a leading digital communications and management consulting firm.
The survey, Corporate Communication Index 2010, reported findings from nearly a quarter of the Fortune 100's CCOs. According to the report, "nearly 90% of those surveyed reported that innovation is a primary corporate focus for the next 3-5 years, yet two-thirds of CCOs report that their function is moderately active or less so in driving innovation in the organization."