IBM's recent social business study found that 82% of CMOs plan to increase their social media in three to five years. Here's why they're finally diving into social media and why you should, too.

Conclusion...

According to an IBM study, 82% of CMOs plan to increase their use of social media over the next three to five years. One way CMOs are using these tools is to listen and participate in discussions to understand how their brand is experienced by employees and customers alike. When gaps appear between the business’s unique character and its actions, employees in both official marketing and communications roles and others who are aligned with the character of the brand can then take appropriate action to close the gap.

Employee engagement is often the answer to both how to avoid a brand crisis and, if one has already started, employee engagement provides your best answer in how to respond to it.

Companies today live in the social media age that extends well beyond launching a page on Facebook. By introducing social media concepts to employee engagement, executives, including the CMO, have the unique opportunity to ensure the enduring success of the business.