The first one on page 2 (Exhibit 3) tells me that customer satisfaction is the least impacted benefit since 2009 (3 point delta). No good. However that’s just a hair under “Reducing marketing costs” - these tell me that (1) most still haven’t figured out how to use this social stuff to make customers happier and (2) we’re still underestimating the costs of doing social.
The second one on page 5 (Exhibit 7) is a little more shocking to me. Why? As the report notes:
“…the greatest number say their companies use these tools to scan the external environment for new ideas”
Which tells me that innovation is not coming from internal resources! If companies are scanning outwardly for new ideas, they’re not tapping their own people. Or their own people have no innovative ideas - which I find unlikely. Or maybe companies are also tapping internally, but clearly not using social media technologies to do so. I find that disturbing.