Executives can even claim to know what makes social media so potent. Yet the vast majority of executives have no idea how to harness social media’s power.

4 tips on how senior leaders can harness social media:

1. Monitor-  Even without engaging consumers directly, companies can glean insights from an effective monitoring program that informs everything from product design to marketing and provides advance warning of potentially negative publicity. It’s also critical to communicate such feedback within the business quickly.

2. Respond Pinpoint conversations for responding at a personal level.

3. Amplify: “Amplification” involves designing your marketing activities to have an inherently social motivator that spurs broader engagement and sharing.

4. Lead: Social media can be used most proactively to lead consumers toward long-term behavioral changes.

Read more details on these guidelines at mckinseyquarterly.