Survey: Most execs say social strategy not a top priority

First, the good news: Most executives think having a social strategy is important for their businesses.

In a May survey from Jive Software and Penn, Schoen and Berland, 78 percent of executives believe social media to be somewhat or very important, eMarketer reports.

Now, the bad. Only 27 percent of those executives are making social media a priority. About half of the remaining respondents say it’s necessary, but not at the top of their lists. The rest say it’s unnecessary or don’t know.