Hi Mike! Thank you so much!
You make a wonderful point... It was so interesting to see in the Altimeter Group's report, The State of Social Business 2013, that half of the executives in the study feel that they are informed, engaged and aligned with social strategy, because that points to the glaring reality that half of them are not! Which, in turn, means that half of businesses today are missing the key ingredient for leadership for their social business programs. From what I have concluded, this lack of leadership points to either trouble with buy-in regarding the value of social media (which I believe is becoming less of an issue - the value is hard to deny anymore), or is it because they are untrained and unfamiliar with it? Do the tasks seem overwhelming due to a lack of the proper tools, platforms and training to make it happen? ... Whatever the blockers may be, you are right. These questions need to be answered, and a case needs to be built for a program like this before the implementation can be successful.
Thank you so much for your input! : )