by Jimmy Marks
Chart: How Knowledgeable Are Marketers With No Social Media Experience?
MarketingSherpa seems to have summed things up very well:
This was confirmed in MarketingSherpa's Social Media Marketing and PR study where we found that the "lack of knowledgeable staff" was the most significant barrier to social media adoption. When making the initial jump into social media, many organizations start by delegating responsibility to the first staff person they find with a profile on Facebook or LinkedIn since very few people have any level of practical experience in this new strategy. The result is usually a marketing program pre-destined to failure. [Click here for the full article from MarketingSherpa]
Exposure does not equal experience. Just keep that in mind.