Social Media Denial Common for U.S. Businesses

American businesses are in denial about the need to embrace social media. New research finds that 72% of businesses that use social media do not have a clear set of goals or a clear strategy for their social media platforms.

This lack of direction is happening despite the fact that 60% of Americans use some sort of social media, according to the Pew Research Center. Businesses, however, are not convinced that social media is anything more than a fad or a temporary phenomenon.

Rob Ployhart, a professor of business administration at the University of South Carolina's Darla Moore School of Business, believes that the skepticism of businesses comes directly from the fact that they have…
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