After several years of holding social media conferences, publishing books and unleashing thousands of social media consultants on the world, we are an industry that does not command respect as a business discipline. 73% of CEO’s think marketers lack business credibility, and most CMOs are sadly under-prepared to leverage social media as a platform. In the past 5 years, hundreds of millions of consumers have shifted a significant amount of their time to social media-based activities. And yet business leaders don’t see how that will affect their bottom line, or what they should do about it.

Here’s why. Read →